FARMERS' INFORMATION USAGE INTENTION IN CHINA BASED ON THE TECHNOLOGY ACCEPTANCE MODEL

  • Jingjing Zhang
  • Xiaoshuan Zhang
  • Weisong Mu
  • Jian Zhang
  • Zetian Fu
Conference paper
First Online:
Part of the IFIP Advances in Information and Communication Technology book series (IFIPAICT, volume 295)

Abstract

Information technology acceptance has received much attention, but little research has been conducted to assess farmers’ information adoption. Despite the importance of information, its value will not be realized if farmers are reluctant to accept it. This research aims to study farmers’ information adoption in China, in order to provide some decision-making advice for the people and organization who supply the agriculture information. The model of information usage intention has been established based on the Technology Acceptance Model (TAM). A sample of 231 farmers participated in this study. The results show that the factors which influence the usage willingness for information are perceived usefulness, perceived ease of use, learning intention, risk preference and experience in information before. In addition, income and education may also affect the decision.

Keywords:

information demand usage intention technology acceptance model perceived usefulness perceived ease of use perceived risk 
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Copyright information

© Springer-Verlag US 2009

Authors and Affiliations

  • Jingjing Zhang
    • 1
    • 2
  • Xiaoshuan Zhang
    • 2
  • Weisong Mu
    • 2
  • Jian Zhang
    • 2
  • Zetian Fu
    • 2
  1. 1.College of Economics & ManagementChina Agricultural UniversityP.R.China
  2. 2.Key laboratory for modern precision agricultural integration Ministry of EducationChina Agricultural UniversityP.R.China

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