Study On Mobile Information Service Use Behavior Of Farmers

Scholars pay broad attention and lasting discussion about the effect and promotion of information technology on economy with the rapid development of information and communication technology.Noble economist Solow puts forward Productivity Paradox.says that computer everywhere except in the productivity statistics.Many correlative theories and empirical studies prove this point.Since 2000 in China,with the rapid development of economy,information technology develops very fast,which has great effect on production and living style,information level increases greatly and the differences of information service between urban and rural areas increase.As far as the production factor theory is concerned,there is an agreement that information resource plays an important role after land,capital and labor.Information resource can change the production and living style and have effect on allocation and efficiency of other resources.But it is important that weather farmers have the motivation,accept and make the best use of information technology and service,which can partly explain the establishment of mobile information service system.In order to solve the above problem,it is necessary to make clear that the demand preference of mobile information service,the acceptance model and factors that influence the acceptance and use of mobile information service,summarize the characteristics of behavior and make clear the mechanism and path of mobile information service.These researches help us give effective suggestions about the design of rural information service to satisfy the farmers’demand,increase its quality and design a package fee system.This paper takes the rural area of Jiangsu Province as example and analyses the characteristics of mobile information demand of farmers,pays great attention to the demographic characteristics and family characteristics on information demand,tries to find the explanations from the demand preference,tries to explore the reasons from the motivation point,influencing factors and influencing path of acceptance and repeat use,explore why and in which condition mobile information service can be strengthened by itself.The article takes farmers as an example and analyses the characteristics of demand and use behavior from the demand view.The analytic frame of this paper is that:"demand and characteristics of mobile information service----factors that influence the first acceptance of rural mobile information service----customer satisfaction index----repeat use of rural mobile information service".There are four main parts in this thesis,shown as the followings:Part 1:to establish the theoretical analytic frame of the logic relationship between demand,adoption and use of rural mobile information service.From the demand point,this article analyses the logic relationship between demand characteristics,adoption and its use,gives a theoretical demonstration of inherent mechanism of the above.On the basis of demand,it analyses the influencing factors of rural mobile information service behavior.The theoretical analytic frame is established on the logic frame and puts forward three hypothesis:Hypothesis 1:Mobile information service demand of different group of farmers is characteristic;Hypothesis 2:Hedonic motivation,perceived cost and information quality have effect on the adoption of rural mobile information serviceHypothesis 3:Customer satisfaction index plays a mediating role between first use and repeat use,information quality plays a moderating role.Part 2:to study the characteristics of rural mobile information serviceThis part just tries to certify the first logic chain.On the basis of the micro-data,it analyses different types of mobile information service from demographic and family characteristics at four dimensions,the conclusions are as follows:Firstly,mobile internet service is income-sensitive and technology-sensitive,it has strong market potential;secondly,short message service has a large market share and penetration rate,but its use decreases at high salary and education degree group;thirdly,people get information from a passive way to an active way and efficiency of mobile information service increases also,its advantages are obvious.Part 3:to certify and analyses the extended model of UTAUT of rural mobile information service.This part is just to certify and study the second chain of the analytic frame referred above.On the basis of the micro-data,hypothesis 2 about UTAUT model is to be validated in both theoretical and empirical study and so are the three new constructs.In the empirical test,we use the evidence from micro-data and prove UTAUT model explanation.Because of low education,effective acceptance is the key factor for the popularity of rural mobile information service.Three constructs are taken into account:hedonic motivation,information quality and perceived cost.Three hypothesis are put forward to prove,the first is hedonic motivation has a positive effect on behavior intention and moderated by age,gender and education;the second hypothesis is that perceived cost has a negative effect on behavior intention and moderated by age,gender and education;the third hypothesis is that information quality has a positive effect on behavior intention and moderated by age and gender and education.Empirical study shows that some hypothesis are proved,the extended UTAUT2 model can explain 67.2%behavior intention,UTAUT model can explain 54%.In the use behavior,UTAUT2 can explain 61.9%and original UTAUT can explain 49%.Compared with UTAUT,UTAUT2 is better.Part 4:to study logic relationship between first adoption and use of mobile information service in the analytic frameThis part analyze that there is a lo gic relationship between adoption and use of mobile information service theoretically and empirically,it mainly verifies hypothesis 3.In theory,we prove its existence and reasonability of the third hypothesis.Based on information quality theory and customer satisfaction index(CSI)theory,it checks the relationship between first adoption and CSI and CSI on repeat use.Based on the previous study,it puts forward a complicated mediating model including moderating factors.The conclusions are as follows:1)first acceptance has an active influence on repeat use in the environment of modern agriculture and information;2)CSI plays a complete mediating role on the relationship between first adoption and repeat use;3)first use has an active influence on CSI.Uncertainty of information quality has a negative moderating effect between first use and CSI and no moderating effect between CSI and repeat use.It shows that CSI and repeat use have a rigid relationship characteristics.