农业信息技术使用意向研究——以广东省德庆县柑桔为例

Study on intention of usage of agricultural information technology in Deqing, Guang dong

目前,学者已经对农户的农业信息技术使用意向进行研究。但是,基于技术接受模型(TAM)的研究成果比较少见,特别是较少考虑政府的推广作用。因此,在TAM模型基础上引入技术采用激励,提出农户信息技术接受模型(FI-TAM)。通过收集广东省德庆县193个柑桔农户的调查数据,实证分析农业信息技术的使用意向及其影响因素,旨在破解农业信息技术推广难题。研究发现:农户对农业信息技术的使用意向和认可度偏低;农技电视视频播系统的使用率、认可度和获得的技术采用激励最高;技术采用激励通过检验,并和教育程度成为农业信息技术使用意向的最大影响因素。

Farmers’ intention of usage of agricultural information technology has been studied.However,the achievements of research based on technology acceptance model（TAM） are few,especially less consideration of the role of governmental extension.Therefore,on the basic of technology acceptance model,the incentives on technology adoption as an adjusting variable is introduced,putting forward farmer information technology acceptance model（FITAM）.Then,in order to solve problems of extension of agricultural information technology,farmers’ intention of usage and influencing factors on agricultural information technologies are taken on empirical analysis by collecting survey data of 193 citrus farmers from Deqing country in Guangdong province.The research shows that the intention of usage and degree of approval of agricultural information technology are rather low.The usage rate,degree of approval and acquisition rate of the incentives on technology adoption of TV video on demand system of agricultural technology are the highest among three agricultural information technologies.Moreover,the adjusting variable is passed by test.The incentives on technology adoption and education level are the most influencing factor.