移动信息服务在农村地区初始采纳的实证研究

Study on the Initial Acceptance of Mobile Information Services in Rural Areas

建设社会主义新农村是我国政府的重要任务,而新农村建设的关键任务之一是推进具有信息化特征的现代农业。在农村地区信息化背景下,研究驱动农村用户采纳移动信息服务的主要因素。根据使用移动信息服务的内部动机和外部动机,主要研究娱乐、信息、社会互动、长期在线和方便性等5个因素并建立了模型。根据实证数据验证了模型,最后得到了一些重要结论,反映了农村地区在移动信息服务采纳中的现状,可为电信部门推广农村业务提供帮助。

The construction of new socialist countryside is regarded as the most critical task of Chinese central and local government. The key of this task is to promote the construction of modern agriculture. Informatization is one of the most important features of modern agriculture. Based on the background of rural informatization,this paper examined the main factors that drive rural mobile subscribers to accept mobile information serv- ices. According to the internal and external motivations of mobile information services ,five factors, including entertainment ,information, social in- teraction, permanent access and convenience ,were studied and a model was established. And then the model was verified by empirical data, and fi- nally some important conclusions were obtained,which reflected the acceptance of mobile information services in rural areas, and provided help for telecom industry to promote its business in rural areas.