农户对网上农业科技知识服务采纳行为的影响研究  

Research of the Factors Affecting the Farmer＇s Adoption Behavior of the Online Agricultural Knowledge Services

作　　者：王辉坡[1,2] 邓立治[3] 

机构地区：[1]大连大学经济管理学院,辽宁大连116622 [2]大连理工大学管理学院,辽宁大连116024 [3]北京科技大学经济管理学院,北京100083

出　　处：《中国科技资源导刊》2012年第1期62-69,共8页China Science & Technology Resources Review

基　　金：辽宁省教育厅人文社会科学项目（2009A053）.

摘　　要：文章根据相关理论和文献，从互联网技术采纳、有用性预期、传播渠道、信任、采纳意愿和采纳行为等角度构建网上农业科技知识服务农户采纳行为的理论模型。在量表调查的基础上，使用探索性因子分析、验证性因子分析和结构方程模型对上述理论模型进行验证。结论显示：互联网技术采纳、有用性预期等通过采纳意愿间接作用于采纳行为；传播渠道以信任为中介变量对采纳意愿产生影响进而影响采纳行为。所以增强农户采纳意愿、提高农村互联网普及率和加强农户对信息传播渠道的信任是提升互联网对农业科技知识传播媒介作用的对策。According to the relative theories and literatures, this article builds a theoretical model of the farmer＇s adoption behavior of the online agricultural knowledge services form the angles of the adoption of Internet technology, the expectations of usefulness, communication channels, trust, the adoption intention and the adoption behavior. Based on the investigation, this article uses the exploratory factor analysis, confirmatory factor analysis and structural equation model to verify the above theoretical model. In conclusion： the adoption of Internet technology, the expectations of usefulness effects the adoption of behavior indirectly through the adoption of intention; trust is an intermediary variable for the communication channels to impact the adoption intention then to the adoption behavior. Thereby enhancing the farmer＇s adoption intention, popularizing the rate of Internet in rural areas and improve the farmer＇s trust can enhance the intermediary role of Internet in diffusing the knowledge of agricultural science and technology.

关 键 词：互联网 农业科技知识 农户 采纳行为 

分 类 号：G302[文化科学]