农民互联网应用采纳决策及应用强度影响因素研究——基于北京郊区712名农民的调查数据
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北京市科技计划项目“首都党员干部现代远程教育全媒体服务平台研发”(Z161100001116071);北京市农林科学院创新基金项目“农村现代远程教育研究科技创新团队”(JNICST201612)。


Empirical Study of Factors Influencing Farmers’ Adoption Decision and Application Intensity of Information Technology——Based on Investigated Data of 712 Farmers in Suburban Beijing
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    摘要:

    信息化基础设施的快速推进并没有缩小城乡互联网应用差距,研究影响农民互联网应用采纳的因素,对于制定有效的农村“互联网+”推进策略具有重要意义。以北京郊区712名农民的调查数据为依据,采用Logit模型和泊松模型,对农民使用互联网应用的需求意愿和采纳强度的影响因素进行了分析。结果表明,受教育程度、转移就业状况、对互联网应用的认知感受对农民采纳决策和采纳强度有显著正向作用;非农就业收入和经营收入对采纳强度影响显著,但对采纳决策没有显著影响;以往的信息化推广措施对农民采纳决策和采纳强度作用有限。为此,应针对农民需求开发实用、易用的互联网应用,加强使用技能培训,让农民从“互联网+农业”中获益。

    Abstract:

    The rapid development of information infrastructure does not narrow the gap between urban and rural in Internet application,so it is of vital importance to study the influencing factors on farmers’ adoption decision of Internet application for improving implement strategies of “Internet +” in rural areas.Based on data of 712 randomly selected farmers in suburban Beijing,this paper identifies factors influencing farmers’ decision in adoption and intensity of Internet by using Logit Model and Poission Model.The study reveals that educational background,rural workforce migration,and perception of usefulness and ease of Internet have significant positive influence on farmers’ decision in adoption and intensity.Income from nonagricultural employment and operating income significantly influence farmers’ decision in intensity yet rarely in adoption.The influence of methods used before to facilitate rural informatization is limited.So the development of Internet application must be customized to meet farmers’ need with great feasibility and ease.And farmers should be better trained to benefit more from the integration of agriculture and “Internet +”.

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郭建鑫,赵清华,赵继春.农民互联网应用采纳决策及应用强度影响因素研究——基于北京郊区712名农民的调查数据[J].华中农业大学学报(社会科学版),2017(5):56-62

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  • 在线发布日期: 2017-07-21
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