Based on Technology Acceptance Model and risk preference theory Study on Farmers' willingness to use agricultural social service platform and its influencing factors

Abstract

To explore the willingness and influencing factors of farmers to use agricultural socialized service platform, so as to provide scientific basis for improving the scientificity, pertinence and effectiveness of agricultural socialized service platform. Based on the micro survey data of 253 farmers in Heyang County and Dali County, Shaanxi Province, and based on the technology acceptance model (TAM) and risk preference theory, this paper empirically analyzes the influencing factors of farmers' willingness to use agricultural socialized service platform. Perceived usefulness and perceived ease of use have a very significant positive impact on Farmers' use intention. At the same time, risk preference has a moderating effect between perceived ease of use and use intention. The degree of network involvement has a positive impact on the use intention of growers by affecting the perceived ease of use, and the degree of government incentive policies, social networks and part-time industrialization have a positive impact on the use intention of growers by affecting the perceived usefulness. Based on the above conclusions, the corresponding policy enlightenment is obtained.