Research On Influencing Factors Of Farmer's Internet Finance Behavior In Shanxi Province

The issue of agriculture,rural areas and farmers has always been an urgent problem for China to upgrade to the national strategic level.The key point of the issue is still on rural finance.According to the statistics,the financial gap between the rural areas has exceeded 305 million yuan,and the lack of rural financial services and rural financial needs is becoming more and more prominent.The feature of Internet finance is "low threshold · high efficiency",so Internet finance can provide corresponding financial services for all aspects of agricultural production.As mentioned in the 2017 Central Document No.1,the government encourages financial institutions to use the Internet platform to provide financial services for agriculture.The "Opinions on Implementing the Strategy for Rural Revitalization" announced by the Central and State Council in February 2018 also emphasized the need to "open up investment and financing channels and strengthen investment protection for rural revitalization."Nowadays,there are few analysis achievements relative Internet financial behaviors in the academic community based on farmers.This papers use UTAUT model as a framework,and increases many other factors as independent variables to study the extent and effect of these newly added innovation variables on farmers' Internet use behavior.Then we explored the mediating effects of expect and performance expectations.This article still devide the sample according to some basic characteristics to study the significance of these factors affecting the use of attitudes in different segments of the group and the role of the path.There are 244 households of Shaanxi Province were interviewed with a survey in this study.The samples were distributed in Yangling,Zhouzhi,Baoji,Yulin and Hanzhong City and we finally got 202 valid samples.Through the qualitative analysis of sample data,we studied the status and characteristics of the Internet finance behavior of rural households in Shaanxi Province.On the basis of the quantitative modeling analysis of the scale data,we obtained the main influencing factors and impact paths affecting the use of Internet finance by rural households in Shaanxi Province.This article studies how each variable influences the use of Internet finance by farmers and then influences their using behavior.We find that using attitudes positively influence using behavior;perceived value positively affects the use of rural households' Internetfinancial products;perceived risks will negatively affect the use behavior of rural households' Internet financial products;social environment,performance expectations,hard work expectations and individual innovation will positively affect farmers' Internet financial products.The relative advantages and trust factors have no significant impact on the using attitudes or using behaviors.In addition,expectations and performance expectations have the mediating effects.There are significant differences in the results of model measurement among groups with different mediation roles.Finally,on the basis of the conclusions,we puts forward corresponding policy recommendations for the Internet finance related products combining the development characteristics of China's Internet finance,and the characteristics of Shaanxi Province farmers' Internet finance behavior,in order to provide a certain reference value in the design of the launch,the corresponding supervision and supervision of the implementation.