Research on farmers' agricultural information service adoption behavior under the background of digital village construction

doi:10.14088/j.cnki.issn0439-8114.2022.03.041

Abstract

Abstract: Supported by the theory of planned behavior, based on the survey data of 340 farmers in H city A province, seven indicators of the research object, such as personal basic situation, perceived usefulness and service level, were investigated by questionnaire and interview. The structural equation model of farmers' agricultural information service adoption was constructed and hypotheses were put forward. The results show that farmers' willingness to adopt agricultural information services is mainly affected by subjective norms, behavior attitude and perceived behavior control, and trust, service level and perceived usefulness have significant positive effects on behavior attitude, while trust and service level also affect perceived usefulness. It is proposed that improving the efficiency of farmers' access to information services needs to improve the agricultural information service system, strengthen the market supervision and the main credit construction, simplify the application of agricultural information services, and enhance the ability of farmers to use effective information.

Key words: theory of planned behavior, farmer, agricultural information service, H city

CLC Number:

F323.3

JI Nian-fang, LUO Meng-fan. Research on farmers' agricultural information service adoption behavior under the background of digital village construction[J]. HUBEI AGRICULTURAL SCIENCES, 2022, 61(3): 205-210.

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