供需视角下农村精准信息服务扩散影响因素研究

Influencing Factors of the Rural Precision Information Service Diffusion from the Perspective of Supply and Demand

【目的/意义】随着我国农民信息困境向信息不及时、信息识别困难的转变,以及农村精准信息服务有效供给的缺乏,从供需视角研究农村精准信息服务扩散成为促进三农信息化发展的重要议题。【方法/过程】本研究基于双边市场理论,以技术接受模型为基础,从供需视角建立农村精准信息服务扩散影响因素模型;以西北五省地区的农民和信息提供方为研究样本,通过结构方程方法进行实证分析。【结果/结论】数据结果表明,在需求方,农村精准信息服务扩散主要受农民对提供方的信任、精准信息服务的有用性、平台易用性以及成本的驱动;在提供方,农村精准信息服务扩散主要受提供方的技术易用性感知、自我效能和收益感知的影响。

【Purpose/significance】With the transformation of farmers’ information dilemma to information delay and information identification difficulty,and the lack of effective supply of precise information services in rural areas,it has become an important issue to study the diffusion of precise information services in rural areas from the perspective of supply and demand to promote the development of information technology in agriculture,rural areas and farmers.【Method/process】Based on the bilateral market theory and the technology acceptance model,this study establishes the influencing factors model of the rural precision information service diffusion from the perspective of supply and demand.Taking farmers and information providers in five northwest provinces as samples,this paper conducts empirical analysis through structural equation method.【Result/conclusion】Data shows that the usefulness of information,ease of use the platform and cost have impact on the diffusion of the rural precision information service;Providers’ perceived ease of use,self-efficacy and perceived benefit also positively promote the diffusion.