Full Length Research Paper

Farmers’ information acceptance behaviour in China

Jingjing Zhang¹, Xiaoping Zheng¹, Xiaoshuan Zhang²* and Zetian Fu^1,2

¹College of Economics and Management, China Agricultural University, Beijing, 100083, People's Republic of China.

²College of Information and Electrical Engineering, China Agricultural University, Beijing, 100083, People's Republic of China.

*Corresponding author. E-mail: zhxshuan@cau.edu.cn.

Accepted 26 November, 2009

   Abstract

This study attempts to provide insights into farmers’ information acceptance behavior in China. The paper proposes an integrated model based on the technology acceptance model (TAM). Correlation and regression analyses are used to investigate the determinants. The results show that income, attitude, risk preference, perceived usefulness, searching motivation and experience affect farmers’ agricultural information acceptance directly.

Key words: Acceptance, technology acceptance model, perceived usefulness, perceived ease of use, perceived risk.