西部地区新型职业农民科技信息服务使用意愿研究

Research on the New Professional Farmers 'Acceptance of Science and Technology Information Service in Western China

研究新型职业农民科技信息服务使用意愿对促进农业科技信息服务推广具有重要意义。在UTAUT模型的基础上,修改调节变量,构建了西部地区新型职业农民的科技信息服务接受假设模型。通过对问卷调查获取的数据进行路径分析并发现:绩效期望、努力期望、便利条件显著影响新型职业农民的科技信息服务使用意愿、行为,而社群对新型职业农民的科技信息服务接受度没有显著影响;且年龄和受教育程度对努力期望具有调节作用。在此基础上,对西部地区新型职业农民科技信息服务提出4点建议。

It is significant for the promotion of agricultural science and technology information service to study new professional farmers’acceptance of it.Based on the UTAUT model,the former moderator variables are modified to construct a model oriented to western region new professional farmers’acceptance of agricultural science and technology information service.And the path analysis of data collected through questionnaires showed that:performance expectations,effort expectancy and facilitating conditions significantly affect the new professional farmers’intention and behavior of using science and technology information service,simultaneously,the age and educational background have a moderating effect on effort expectancy.According to the conclusion above,four suggestions about the science and technology information service facing new professional farmers in western areas were put forward.