不同信息需求对农户互联网采纳行为影响效应的实证分析

Effect of Information Needs on Farmers' Internet Adoption Behavior

基于9个省份551户农户对互联网信息需求认知的调查数据,建立Dematel系统分析模型,实证分析不同类型信息对于农户互联网采纳的影响效应。研究表明:农户互联网采纳是一个复杂的影响作用过程,生产技术、市场供求、农业新闻3类信息是结果性因素,对互联网采纳具有直接影响作用;气象灾害、生产资料和价格波动3类信息是过程性因素,间接影响互联网采纳行为。

Based on the survey data on demand for the Internet information from 551 agricultural house- holds in 9 provinces, the Dematel system model was established to study how different types of information af- fect farmers＇ adoption of the Internet.The results show that the Internet adoption is a complex process,which is directly impacted by production technology information, market supply ＆ demand information, agricultural news information.Besides,information on meteorological disaster,production and price fluctuations are conductive factors which indirectly influence the adoption of internet.