A Study On Peasants’ Continuous Usage Intention On New Agricultural Information Platforms

At present, the Chinese government and domestic academic give a high priority on new agricultural information platforms. The new agricultural information platforms are able to improve the ways of getting information taken by peasants and to narrow the "digital divide" between urban and rural areas.To vigorously promote the construction of new agricultural information platforms is an important means to promote information technology and the development of Chinese modernization in rural areas. However, in the long run, the construction of new agricultural information platforms is the basis as well as premise of improvement of the quality of rural information services, and of addressing the information asymmetry between urban and rural areas. Peasants to make full use of new agricultural information platform to get to a qualitative as well as quantitative information, is an effective protection to achieve the information symmetry between the urban and rural areas. Therefore, it is of practical significance to study the status of new agricultural information platforms and factors on the using new agricultural information platforms.This paper reviews the present researches and collects materials about new agricultural information platforms for new materials, constructing the index system about the using situation of new agricultural information platforms such as argricultural websites, agricultural short messeage platforms as well as agricultural hotline, and proposing a theoretical influencing factors of continuous usage intention of agricultural short messeage platforms. On one hand, this paper attempts to find to the problems in the process of continued use of new agricultural information platforms through the statistics and analysis of data on the basis of the index system. On the other hand, this paper trys to elaborate the contingent factors that shape peasants’ continuance intention of agricultural short messeage platform through an empirical research based on the theoretical model. Finally, on the basis of the above results, this paper proposes the corresponding countermeasures.Firstly, this paper reviews the status quo of the rural information service and of the information service platforms. Then, it puts forward the concept of new agricultural information platforms, summarising the features of the new agricultural information platform.Second, drawing on the success of expectations confirmation theory, information systemstheory, IS continuance behavioral theory and the satisfaction theory, it proposes a model of factors influencing new agricultural information platforms continued usage, and takes the agricultural short message platform for example to test. Combining with the characteristics of agricultural short message platforms, it streamlines the model of factors influencing new agricultural information platforms continued usage, and then proposes seven hypotheses about the agricultural short message platform.Third, it investigates the status quo of usage of new agricultural information platforms, such as agricultural websites, agricultural short message platform, agricultural hotlines. Then, by means of descriptive statistics data analysis it finds out farmers in the use of new agricultural information platforms for the problems in the process.Fourth, factors of model of the continuous usage intention of agricultural short message platforms were investigated. At first, it investigates the factors that may be influence the short information platform continued usage by the questionnaires. Secondly, it does a empirical research in the short message platform,by the means of structural equation model, and on the basis of the data from questinnaires.Through the empirical research, this paper indicates that the quality of information as well as expectations have positive impact on perceived usefulness and user satisfaction, and that user satisfaction and self-efficacy have positive impact on continuance intention.Finally, according to the research results, this papaer makes some conclusions, and puts forward suggestions and countermeasures.