基于SEM的新型职业农民信息服务使用意愿影响因素研究

Research on the New Professional Farmers " Acceptance of Information Service and Influencing Factors Based on Structural Equation Model

摘要:

为了进一步了解新型职业农民使用信息服务的意愿及其影响因素，从而为提高后续提供知识服务的科学性、针对性和有效性提供参考依据，更好地满足他们的信息需求。基于技术接受模型和期望确认理论，以及访谈中新型职业农民关注的焦点，构建新型职业农民信息服务使用意愿影响因素模型，采用问卷调查方法收集数据，利用Smart PLS 3.0工具检验提出的假设。研究结果表明：信息质量、感知有用性和期望确认度对新型职业农民使用意愿具有显著地正向影响，感知成本和感知风险对其使用意愿具有显著地负向影响，进一步分析模型分成因，并为后续针对新型职业农民的信息服务提出几点建议。

Abstract:

This study is to further understand new professional farmers’ intention on using information service and impacting factors and provides a reference with a more scientific, targeted and effective knowledge services so as to meet their demand for information. Based on the Technology Acceptance Model and the Expectation Confirmation Theory, and the focus of attention in the interview, a new model of factors affecting the willingness of professional farmers to use information services was constructed. Questionnaires were used to collect data, and Smart PLS 3.0 was used to test the proposed hypotheses. The study found that information quality, perceived usefulness, and expected confirmation have a significant positive impact on the willingness of new professional farmers to use, and the perceived cost and perceived risk have a significant negative impact on their willingness to use. Suggestions for the follow-up information services for new types of professional farmers.