社交媒体使用、媒介素养与新型职业农民创新意愿  

Social Media Usage,Media Literacy,and Innovative Willingness of New Professional Farmers

作　　者：谢桂花 黄美娇 吴晶晶 XIE Guihua;HUANG Meijiao;WU Jingjing(Department of Business Administration,Fujian Business University,Fuzhou 350012,China)

机构地区：[1]福建商学院工商管理学院,福州350012

出　　处：《北京科技大学学报（社会科学版）》2025年第1期89-100,共12页Journal of University of Science and Technology Beijing(Social Sciences Edition)

基　　金：2021年福建省自然科学基金联合资金项目“社交媒体情境下新型职业农民创新行为影响因素和提升机理研究”(编号:2021J011247);福建商学院数智零售管理科研创新团队支持计划(编号:CXTD202303)。

摘　　要：农村创新创业活动的开展首先要激发新型职业农民的创新意愿。然而,当前对社交媒体与新型职业农民创新意愿关系的研究仍显薄弱。基于367位新型职业农民样本,文章尝试以创新扩散理论和计划行为理论为基础构建研究模型,探索社交媒体使用、媒介素养和新型职业农民创新意愿之间的关系。研究结果表明:新型职业农民的社交媒体使用不仅可以直接促进其创新意愿的提升,也可以通过创新主观规范和感知创新行为控制中介变量发挥作用;社交媒体使用对影响新型职业农民创新的主观因素和客观因素具有正面效应;新型职业农民的媒介素养在此过程中起到了积极的调节作用,强化了社交媒体使用与创新态度、创新主观规范和感知创新行为控制之间的关系。The implementation of rural innovation and entrepreneurship activities primarily requires stimulating the innovative willingness of new professional farmers.However,current research on the relationship between social media and the innovative willingness of new professional farmers is still weak.This paper attempts to build a research model based on innovation diffusion theory and planned behavior theory to explore the relationship between social media use,media literacy,and innovative willingness of new professional farmers.The empirical research results based on 367 samples of new professional farmers show that the use of social media by new professional farmers can not only directly promote the enhancement of their innovative willingness,but also have an impact through the mediating role of innovative subjective norms and perceived innovative behavior control.Social media use has a positive effect on both subjective and objective factors that affect the innovation of new professional farmers.Media literacy of new professional farmers plays a positive regulatory role in this process,strengthening the relationship between social media use and innovative attitudes,innovative subjective norms,and perceived innovative behavior control.

关 键 词：新型职业农民 社交媒体使用 媒介素养 创新意愿 

分 类 号：F323.3[经济管理—产业经济]