The Use of Big Data Services Promoted by the Strategy of RuralRevitalization: An Analysis of the Data from 973 Households(PDF)
《南京师大学报》（社会科学版）[ISSN:1006-6977/CN:61-1281/TN]
- Issue:
- 2019年06期
- Page:
- 123-132
- Research Field:
- 经济学研究
- Publishing date:
Info
- Title:
- The Use of Big Data Services Promoted by the Strategy of RuralRevitalization: An Analysis of the Data from 973 Households
- Author(s):
- CHEN Limei; CHEN Dongping
- Keywords:
- Unified Theory of Acceptance and Use of Technology (UTAUT); perceived cost; data quality
- PACS:
- -
- DOI:
- -
- Abstract:
- This paper is intended to analyze the farmers’ use of the big data services in China by StructuralEquation Modeling based on the UTAUT theory. The study shows that farmers’ use of big data is greatlyinfluenced by two such key variables as intention to adopt and willingness to accept the services, of which theformer exerts a bigger effect on their behavior. It is also found that the adoption intention is in turn influencedby the performance expectancy, social influence and data quality, which are all identified as the importantfactors influencing the farmers’ attitude and behavior.
Last Update: 2019-11-25