Based on the UTAUT model,this article introduces three variables including perceived cost,information quality and hedonic motives,and using the level of education as a moderator variable,to build an acceptance model o...Based on the UTAUT model,this article introduces three variables including perceived cost,information quality and hedonic motives,and using the level of education as a moderator variable,to build an acceptance model of mobile information service system in rural area.Based on the household survey obtaining firsthand data of 961 farmers in Jiangsu Province,the study tests the improved UTAUT model by using Amos22.0 software.The results show that compared with the original UTAUT model,improved UTAUT model willingness to accept the explanatory power get further increase(from 49.0%to 61.9%).Performance expectations,social impact,information quality have significant positive influence on accepting intend,hedonic motives have a significant negative impact to accept in-tend,convenient conditions directly affect the use of behavior;gender and level of education has a regulating effect to accept intention.Through further grouping path analysis,the result shows that hedonic motives have broader impacts for women farmers accept mobile information services.Compared with other groups,only farmers with primary education are easily afected by others,and farmers with college education or above are more easily afectede by information quality.Finally,this paper explains the results and puts forward countermeasures and suggestions accordingly.展开更多
Based on the improvement of interactive relationship between rural information service system and farmers＇ income, accompanied by the serious restriction to its mutual promotion caused by such problems as asymmetric ...Based on the improvement of interactive relationship between rural information service system and farmers＇ income, accompanied by the serious restriction to its mutual promotion caused by such problems as asymmetric information, focusing on introduction of rural information service infrastructure while ignored the application of them, shortage of human resource on information and so on, this paper proposed corresponding measures respectively to promote the benign interaction development between rural information service and farmers＇ income.展开更多
The rural sci-tech supermarket in Jiangsu Province is an innovative model of rural sci-tech service. With reference to the concept of modern commodity supermarket, this model integrates variety, technology and achieve...The rural sci-tech supermarket in Jiangsu Province is an innovative model of rural sci-tech service. With reference to the concept of modern commodity supermarket, this model integrates variety, technology and achievement information into the sci-tech supermarket platform, provides various agricultural sci-tech services, and improves farmers recognition and acceptance of science and technology, so as to accelerate conversion of scientific and technological achievements and demonstration and popularization of new varieties, new technologies and new models. This paper analyzes practice of Jurong economic forest and fruit industrial branch and presents recommendations for building Jiangsu rural sci-tech service supermarket.展开更多
At the background of structural regulation of agriculture and industrialized development of rural areas,systematic thought and constructive recommendations are put forward on building innovative rural sci-tech service...At the background of structural regulation of agriculture and industrialized development of rural areas,systematic thought and constructive recommendations are put forward on building innovative rural sci-tech service system in China from following 5 aspects. (1) In organizational system,rural sci-tech service associations should become nonprofit organizations that have independent legal entities. (2) In service object,it should take farmers as subject,new rural economic organizations as carrier,agricultural leading enterprises as handle,little village officials as joint,sci-tech special commissioner as link,and agricultural brokers as medium. (3) In information resources,it should enhance practicality construction and sharing. (4) In service methods and reform measures,it should combine information technology,expert technical consulting service,and sci-tech model base. (5) In policy support and input mechanism,it should follow the principle of diversification,set up government special funds,and formulate preferential policies to attract sci-tech talents to join in rural sci-tech services,and protect legal rights and interests of sci-tech personnel in rural sci-tech services.展开更多
Based on the status quo of rural informatization and information service,this article conducts analysis and discussion of problems in rural informatization and urban-rural information fusion,using statistics. And corr...Based on the status quo of rural informatization and information service,this article conducts analysis and discussion of problems in rural informatization and urban-rural information fusion,using statistics. And corresponding countermeasures are put forward as follows: building rural information platform; strengthening information literacy training in rural areas and cultivating new farmers; making information network serve production and operation to increase jobs and income for farmers; developing rural e-commerce; enhancing network information security and prevention.展开更多
基金the periodical achievment of National Natural Science Foundation of China(71771126)The Key Project of Social Science Research in Jiangsu(17GLB013)
文摘Based on the UTAUT model,this article introduces three variables including perceived cost,information quality and hedonic motives,and using the level of education as a moderator variable,to build an acceptance model of mobile information service system in rural area.Based on the household survey obtaining firsthand data of 961 farmers in Jiangsu Province,the study tests the improved UTAUT model by using Amos22.0 software.The results show that compared with the original UTAUT model,improved UTAUT model willingness to accept the explanatory power get further increase(from 49.0%to 61.9%).Performance expectations,social impact,information quality have significant positive influence on accepting intend,hedonic motives have a significant negative impact to accept in-tend,convenient conditions directly affect the use of behavior;gender and level of education has a regulating effect to accept intention.Through further grouping path analysis,the result shows that hedonic motives have broader impacts for women farmers accept mobile information services.Compared with other groups,only farmers with primary education are easily afected by others,and farmers with college education or above are more easily afectede by information quality.Finally,this paper explains the results and puts forward countermeasures and suggestions accordingly.
基金Supported by the Federation of Society and Science Planned Fund (2007-JJ41)Strengthen the Countryside Information Service to Promote Chongqing New Rural Reconstruction
文摘Based on the improvement of interactive relationship between rural information service system and farmers＇ income, accompanied by the serious restriction to its mutual promotion caused by such problems as asymmetric information, focusing on introduction of rural information service infrastructure while ignored the application of them, shortage of human resource on information and so on, this paper proposed corresponding measures respectively to promote the benign interaction development between rural information service and farmers＇ income.
基金Supported by Key Technology Research and Development Program of Jiangsu Province(No.:BE2011472)
文摘The rural sci-tech supermarket in Jiangsu Province is an innovative model of rural sci-tech service. With reference to the concept of modern commodity supermarket, this model integrates variety, technology and achievement information into the sci-tech supermarket platform, provides various agricultural sci-tech services, and improves farmers recognition and acceptance of science and technology, so as to accelerate conversion of scientific and technological achievements and demonstration and popularization of new varieties, new technologies and new models. This paper analyzes practice of Jurong economic forest and fruit industrial branch and presents recommendations for building Jiangsu rural sci-tech service supermarket.
文摘At the background of structural regulation of agriculture and industrialized development of rural areas,systematic thought and constructive recommendations are put forward on building innovative rural sci-tech service system in China from following 5 aspects. (1) In organizational system,rural sci-tech service associations should become nonprofit organizations that have independent legal entities. (2) In service object,it should take farmers as subject,new rural economic organizations as carrier,agricultural leading enterprises as handle,little village officials as joint,sci-tech special commissioner as link,and agricultural brokers as medium. (3) In information resources,it should enhance practicality construction and sharing. (4) In service methods and reform measures,it should combine information technology,expert technical consulting service,and sci-tech model base. (5) In policy support and input mechanism,it should follow the principle of diversification,set up government special funds,and formulate preferential policies to attract sci-tech talents to join in rural sci-tech services,and protect legal rights and interests of sci-tech personnel in rural sci-tech services.
基金Supported by Humanities and Social Sciences Project in Chongqing City (2008CJ49)
文摘Based on the status quo of rural informatization and information service,this article conducts analysis and discussion of problems in rural informatization and urban-rural information fusion,using statistics. And corresponding countermeasures are put forward as follows: building rural information platform; strengthening information literacy training in rural areas and cultivating new farmers; making information network serve production and operation to increase jobs and income for farmers; developing rural e-commerce; enhancing network information security and prevention.
