农户信息技术行为意愿影响因素分析

Analysis of Factors Influencing Cognition and Will of Farmers ’ Information Technological Behaviors——Based on Research Data of Five Provinces in Western Region

基于计划行为理论和439份调研数据,运用因子分析和结构方程模型系统分析了农户对信息技术的主观认知、态度及行为选择,研究表明:农户对使用信息网络的认知强度从高到低依次是生存理性、经济理性和价值理性,同时,农户使用计算机、手机信息网络的认知、态度、主观规范对其行为意向具有直接影响,这充分反映出信息技术的使用在提升传统人力资本、组织资本和社会资本方面的重要作用。

Based on the theory of planned behavior and the 439 copies of survey data, this paper systematically analyzed cognitive factors farmers information technological behaviors with the structural equation model. The re suits showed that farmers attitude to the use of computer and mobile phone have been influenced by behavior cog- nitive rationality in many aspects,and behavior attitude,subjective norm and behavior cognitive control directly im- pacted farmers ~ behavior will, that is to say, the use of information technology have played an important role in pro moting human capital,organizational capital and social capital of farmers.