农民互联网应用采纳决策及应用强度影响因素研究——基于北京郊区712名农民的调查数据

发布时间：2018-01-13 13:18

本文关键词：农民互联网应用采纳决策及应用强度影响因素研究——基于北京郊区712名农民的调查数据　出处：《华中农业大学学报(社会科学版)》2017年05期 　论文类型：期刊论文

【摘要】：信息化基础设施的快速推进并没有缩小城乡互联网应用差距,研究影响农民互联网应用采纳的因素,对于制定有效的农村"互联网+"推进策略具有重要意义。以北京郊区712名农民的调查数据为依据,采用Logit模型和泊松模型,对农民使用互联网应用的需求意愿和采纳强度的影响因素进行了分析。结果表明,受教育程度、转移就业状况、对互联网应用的认知感受对农民采纳决策和采纳强度有显著正向作用;非农就业收入和经营收入对采纳强度影响显著,但对采纳决策没有显著影响;以往的信息化推广措施对农民采纳决策和采纳强度作用有限。为此,应针对农民需求开发实用、易用的互联网应用,加强使用技能培训,让农民从"互联网+农业"中获益。
[Abstract]:The rapid development of information infrastructure does not narrow the gap between urban and rural Internet applications, and study the factors that affect the adoption of rural Internet applications. Based on the survey data of 712 farmers in the suburbs of Beijing, Logit model and Poisson model are adopted. The influence factors of farmers' demand will and adoption intensity of Internet application are analyzed. The result shows that the education level transfers the employment situation. The cognitive perception of Internet application has a significant positive effect on farmers' decision making and adoption intensity. Non-agricultural employment income and operating income have a significant impact on the adoption intensity, but have no significant impact on the adoption decision; The previous information popularization measures have limited effect on the farmers' adoption decision and adoption intensity. Therefore, we should develop practical and easy-to-use Internet applications and strengthen the training of using skills according to the farmers' needs. Let the farmer benefit from "Internet agriculture".
【作者单位】：北京市农林科学院农业信息与经济研究所;北京市农村远程信息服务工程技术研究中心;
【基金】：北京市科技计划项目“首都党员干部现代远程教育全媒体服务平台研发”(Z161100001116071) 北京市农林科学院创新基金项目“农村现代远程教育研究科技创新团队”(JNICST201612)
【分类号】：F323.3
【正文快照】： 世界各国“小农户”对接“大市场”普遍存在诸多问题,其中尤以信息不对称和销售不畅表现最为突出[1]。而信息通讯技术(information and communication technology,ICT)改变了信息的生产和传播方式,具有克服经济差异、地理距离障碍和知识分配不均等传统障碍的潜能[2],因此受到

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