FENG Xian,LI Jin.An Empirical Study on the Influencing Factors of Farmers′ Information Technology Acceptance Behavior in Greenhouse Production Based on TAM[J].Northern Horticulture,2019,43(24):136-145.[doi:10.11937/bfyy.20190681]
基于TAM视角农户设施蔬菜信息技术接受行为影响因素实证研究
- Title:
- An Empirical Study on the Influencing Factors of Farmers′ Information Technology Acceptance Behavior in Greenhouse Production Based on TAM
- Keywords:
- greenhouse production; information technology; acceptance behavior; technology acceptance model; structural equation model
- 文献标志码:
- A
- 摘要:
- 利用京津冀414个农户调查数据，结合技术接受模型，采用结构方程模型对京津冀设施蔬菜生产者信息技术接受意愿的影响因素进行了分析。结果表明：农户对信息技术的使用态度、主观规范、感知行为控制、感知易用性、感知有用性正向影响其技术使用意向，感知风险负向影响其技术接受意愿。感知风险则通过负向影响感知有用性，进而负向影响使用态度，从而负向影响使用意向。随着农户收入水平与文化素质的提高，以及农民的年轻化，感知有用性、感知易用性、使用态度等因素对农户信息技术使用意向的正向作用程度会更强，而感知风险的负向作用程度则会弱化。
- Abstract:
- Based on 414 farmers′ survey data in Beijing-Tianjin-Hebei region,combing the technology acceptance model,structural equation model was used to analyze the influencing factors on farmers′ information technology (IT) acceptance in greenhouse vegetable production.Results showed that,the usage attitude,subjective norm,perceived behavioral control,perceived ease of use and perceived usefulness would positive influence the usage intentions of IT while perceived risk negative influence the usage intentions of perceived usefulness which could positive influence the usage attitude of IT;usage attitude had intervening effect to the influence on farmers′ IT usage intentions of perceived ease of use and perceived usefulness,while perceived usefulness had intervening effect to the influence on farmers′ IT usage intentions of perceived risk;with the increase of income and level of education,or the farmers′ become younger,the significant positive influence on IT usage intentions of usage attitude,perceived ease of use and perceived usefulness would strengthen while the negative influence on IT usage intentions of perceived risk would weaken.
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备注/Memo
第一作者简介：冯献（1986-），女，广西桂平人，博士，助理研究员，研究方向为农业农村信息化。E-mail:fengx@nercita.org.cn.责任作者：李瑾（1978-），女，湖南襄樊人，博士，研究员，研究方向为农业农村信息化。E-mail:lij@nercita.org.cn.基金项目：北京市农林科学院乡村振兴研究中心资助项目（KJCX201913）；北京社科重点课题资助项目（17XCA002）。收稿日期：2019-06-19