不同禀赋农户对信息服务技术采纳行为的对比分析

首先指出了农村地区存在的信息化不平衡现象,并提出需要针对不同农户的禀赋特征研究他们的采纳行为.为了研究不同禀赋农户的采纳行为,结合层次聚类和K-均值聚类,根据学历、收入和农地大小将农户分为高禀赋和低禀赋两组,利用扩展的技术接受模型研究了不同禀赋农户对于短信定制服务的采纳行为.研究结果表明低禀赋农户更容易受到可试性、感知易用性和成本的影响,而主观规范、网络外部性和感知有用性对不同禀赋农户的影响并没有显著区别.

Comparative Analysis of Rural Information Service Technology Adoption Behavior by Farmers with Different Endowment

This paper first pointed out the information imbalance exists in rural areas,and proposed the need to study their adoption behaviors depends on farmers' different endowment.On the combination of Hierarchical clustering and K-means clustering,farmers are divided into two groups according to their education background,income level and land size so as to study the different adoption behavior between the two different types of farmers,namely the farmers with high endowment and those with low endowment.Using the extended Technology Acceptance Model,this paper examines the different adoption behaviors of two different types of farmers on customized SMS.The results reveal that faxmers with low endowment have a higher tendency to respond to trial ability,perceived ease of use and cost.But there is no significant difference between them for subject norm,network externalities and perceived usefulness.