[1]陈立梅 陈东平.乡村振兴战略下农户农业大数据服务使用行为研究——基于973农户的微观数据[J].南京师大学报(社会科学版),2019,(06):123-132.
CHEN Limei,CHEN Dongping.The Use of Big Data Services Promoted by the Strategy of RuralRevitalization: An Analysis of the Data from 973 Households[J].Journal of Nanjing Normal University (Social Science Edition),2019,(06):123-132.
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乡村振兴战略下农户农业大数据服务使用行为研究——基于973农户的微观数据
《南京师大学报》（社会科学版）[ISSN:1006-6977/CN:61-1281/TN]
- 卷:
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- 期数:
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2019年06期
- 页码:
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123-132
- 栏目:
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经济学研究
- 出版日期:
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2019-11-25
文章信息/Info
- Title:
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The Use of Big Data Services Promoted by the Strategy of RuralRevitalization: An Analysis of the Data from 973 Households
- 作者:
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陈立梅 陈东平
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陈立梅，南京邮电大学管理学院（南京 210003）；陈东平，南京农业大学经济管理学院（南京 210095）
- Author(s):
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CHEN Limei; CHEN Dongping
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- 关键词:
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整合技术接受理论（UTAUT）; 感知成本; 数据质量a
- Keywords:
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Unified Theory of Acceptance and Use of Technology (UTAUT); perceived cost; data quality
- 摘要:
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本文以整合技术接受模型（UTAUT）为理论基础，利用结构方程模型对农户农业大数据服务使用行为的关键影响因素展开实证分析。研究表明：农户农业大数据使用行为主要受到采纳意愿和便利条件两个关键因素影响，其中采纳意愿对使用行为的影响更为显著，同时采纳意愿受到绩效期望、社会影响和数据质量的共同作用，是影响行为态度的重要前置因素。
- Abstract:
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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.
备注/Memo
- 备注/Memo:
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陈立梅，南京邮电大学管理学院副教授（南京 210003）；陈东平，管理学博士，南京农业大学经济管理学院教授、博士生导师（南京 210095）。本文系国家自然科学基金“学习效应嵌入下动态决策单元DEA效率评价与管理目标设定的研究与应用”（71771126）和江苏省社科重点项目“农村电商集群效应与产业路径演化研究”（16TQA001）的研究成果。
CHEN Limei is Associate Professor in College of Management, Nanjing University ofPosts & Telecommunications (Nanjing 210003); CHEN Dongping is Professor and PhD Supervisor at Schoolof Economics and Management, Nanjing Agriculture University (Nanjing 210095).
更新日期/Last Update:
2019-11-25