陕西农民移动互联网持续使用行为研究

Research on the Shaanxi Farmers'Continuous Usage Behavior of Mobile Internet

基于陕西省10个地市406份调查问卷,运用多元有序Logistic回归模型,分析陕西农民移动互联网持续使用行为。研究表明:满意度、感知有用性、感知成本和教育程度对陕西农民持续使用移动互联网的行为具有显著影响;性别、年龄、家庭年人均收入和期望确认度的影响不显著。从技能培训、网络设施建设等方面为提高农民持续使用移动互联网行为提出建议。

Based on the survey data of 406 farmers in ten cities of Shaanxi Province,this paper uses multivariate ordered logistic model to analyze Shaanxi farmers'continuous usage behavior of mobile Internet.The results show that Shaanxi farmers'satisfaction、perceived usefulness、perceived cost and educational level have significant effect on their continuous usage behavior;Gender、age、annual per capita income of family and expectation confirmation degree have no significant effect on their continuous usage behavior.Finally,some suggestions are given to promote farmers'continuous usage behavior of mobile internet from the aspects of skills training and construction of net facilities.