农村居民接受信息服务行为的实证分析

An Empirical Analysis on the Behaviors of Rural Residents in Accepting Information Service

基于技术接受模型(TAM),从最终用户的角度对农村居民信息服务的接受行为进行实证研究,验证了感知的信息质量、感知的有用性、感知的易用性、感知的服务成本和感知的使用能力等五个方面的因素在农村信息服务行为中的作用,其中,感知的有用性对信息的使用态度和行为意向的影响最显著,感知的信息成本在目前并不直接影响农民的使用行为。

Based on technology acceptance model （TAM）, an empirical study concerning the accepting behaviors of rural residents for information service is conducted from the angle of ultimate customers. Then effects of five factors in the behaviors of rural information service are tested, which include the information quality, usefulness, easiness, serving cost and usability of perception. Among them, the usefulness of perception has a remarkable influence on the using attitudes and behavior intentions, while the information cost of perception has no direct influence on the using behaviors of residents at present.