数字农业农村建设背景下农户付费信息服务采纳行为影响因素及效应研究

Research on the Influencing Factors and Effects of Farmers'Adoption Behavior of Paid Information Service under the Background of Digital Agriculture and Rural Areas

基于2019年全国农户调查数据,文章分析农户付费信息服务采纳行为。研究结果表明:采纳前,受教育程度、信息服务内容质量与有用性的认知、年人均纯收入、是否有村民微信群等变量对农户付费信息服务支付意愿与意愿支付金额均有显著正向影响;采纳中,除性别、年龄与手机信号评价,个人特征、服务认知、家庭特征、外部环境特征等变量会降低农户付费信息服务支付意愿与采纳行为"负一致"或"悖离"的发生,增大"正一致"的发生;采纳后,农户付费信息服务采纳行为能够对其农产品的电商参与、品牌打造、质量提升有显著促进作用。

Based on the survey data of the national farmers in 2019,this paper uses Oprobit,Mprobit and Probit to analyze the farmers’adoption behavior of paid information service.The results show that,before adoption,the willingness to pay and the amount of WTP is influenced by education,contentquality and usefulness cognition of information service,per-capita net income and whether there is villager wechat group;during adoption,except for the gender,age and mobile signal evaluation,the rest variables of human characteristics,service cognition,family characteristics and external environment characteristics can reduce the occurrence of‘negative consistent’or‘deviation’behavior,and increase the‘positive consistent’behavior;after adoption,the adoption behavior can significantly promote the farmers’participation in e-commerce,brand building and quality improvement.