The Study Of Jiangsu Consumers’ Acceptance Rural Mobile Information Services Based On UTAUT

With the rapid development of communication technology, mobile business based mobile telecommunication technology was applicated in many areas. In constructing rural modernization and the agricultural informationization started to applicate. Although mobile information services in rural areas got used to a certain extent, but the use of the depth and breadth of still need to improve. Therefore, how to promote farmers’ interest in this new service appears to be the most urgent affair.The research is based on UTAUT and has tested its application in rural China. According to the conditions of rural modernization and the agricultural informationization, based on Unified Theory of Acceptance and Use of Technology(UTAUT), introduced perceived cost, information quality and hedonic motivation three variables and increased the level of education as a moderator variable, build rural mobile information service acceptance model. Obtaining the first-hand data through the investigation of 961 farmer households of Jiangsu Province, the extended UTAUT model used Amos17.0 software testing. The results show that, Performance expectancy, social influence, facilitating conditions, information quality and hedonic motivation were the key factors which influence Chinese users accept rural mobile information services. Gender and education level has a moderating effect, further grouping path analysis showed, effect of hedonic motivation in female farmers acceptance of mobile information service will significantly more. Compared with other groups, only primary school culture of farmer is easily influenced by others, and with the increased level of education, with the college and more educated farmers are more vulnerable to information quality. Based on the above analysis, this paper puts forward some countermeasures for developing the rural mobile information services.