| The digital literacy level of tea farmers has a significant impact on the intelligent development and transformation of the tea industry.This article takes moderate scale operation of tea farmers as the research object,and proposes strategies to improve the digital literacy of tea farmers based on empirical analysis results,providing practical guidance for tea farmers to improve their digital literacy,and providing certain reference for research on farmers’ digital literacy in the context of smart agriculture.This research takes Utaut theory,Personal innovativeness theory and Self-efficacy theory as the theoretical basis of the research,and uses literature analysis,questionnaire survey,interview,quantitative analysis and structural equation model research methods to carry out the research.First of all,drawing on the United Nations "Global Framework for Digital Literacy",the digital literacy of tea farmers is divided into seven dimensions,which are: equipment and software operation skills,digital information literacy,digital communication and collaboration literacy,digital content creation literacy,digital security literacy,problem solving literacy and professional digital literacy.According to the original scale of the "Global Framework for Digital Literacy" and in combination with the characteristics of tea farmers,a questionnaire on the status of tea farmers’ digital literacy is developed,used to explore the digital literacy level of tea farmers operating on a moderate scale;Secondly,based on Utaut’s theoretical model,combined with personal innovativeness theory and self-efficacy theory,a model of influencing factors on tea farmers’ digital literacy improvement behavior was constructed.Among them,there are five influencing factors on tea farmers’ willingness to improve their digital literacy,namely,performance expectations,social influence,effort expectations,personal innovativeness and self-efficacy.There are two influencing factors on tea farmers’ digital literacy improvement behavior,the willingness and facilitating conditions for tea farmers to improve their digital literacy were separately determined,while the three moderating variables of gender,age,and experience in the Utaut original model were retained.A total of 22 research hypotheses were formed,and a survey questionnaire on the behavior of tea farmers to improve their digital literacy in moderate scale operation was developed based on the theoretical original scale and relevant research literature.This study takes Anxi County,an important tea producing area in Fujian Province,as the research area.A total of 464 questionnaires were sent out,and a total of440 valid questionnaires were collected.Then,SPSS and AMOS software were used to statistically analyze and model the collected data,analyze the current situation and existing problems of tea farmers’ digital literacy level,verify the influencing factor model of tea farmers’ digital literacy improvement behavior,and complete the research hypothesis test mesomeric effect test and moderating effect test.Through research and analysis,the following research results were obtained:1.The digital literacy level of tea farmers in moderate scale operation needs to be improved,especially in professional digital literacy.According to the survey on the digital literacy of tea farmers who operate on a moderate scale in Anxi County,the overall average score of tea farmers’ digital literacy is 3.21 according to the rating of Likert’s 5-level scale.According to the average score,the seven dimensions of tea farmers’ digital literacy are ranked as follows: digital security literacy(3.61),digital communication and collaboration literacy(3.49),digital information literacy(3.35),problem solving literacy(3.17),equipment and software operation skills(3.13),digital content creation literacy(3.04),and professional digital literacy(2.65)indicate that the overall level of digital literacy of tea farmers is not high and cannot adapt well to the development of the smart tea industry.The level of digital literacy needs to be improved.At the same time,through questionnaire surveys and interviews,it is also found that tea farmers hope to introduce and develop smart agriculture related equipment and technology in the future.2.The willingness of tea farmers to improve their digital literacy is influenced by 5 variables,and the behavior of tea farmers to improve their digital literacy is influenced by 2 variables.The willingness of tea farmers to improve their digital literacy plays a complete and partial mediating role,while gender,age,and experience play a moderating role in the model.Through systematic empirical research and analysis on the influencing factors model of tea farmers’ digital literacy improvement behavior,it is found that:(1)Performance expectation,social influence,effort expectation,personal innovativeness and self-efficacy all significantly and positively affect the tea farmers’ willingness to improve their digital literacy.Among them,social influence has the largest impact on their willingness to improve their digital literacy,and the path coefficient is 0.226,followed by self-efficacy,effort expectation.The path coefficients for performance expectations and personal innovativeness are 0.224,0.178,0.157,and 0.155,respectively;(2)The willingness and facilitating conditions of tea farmers to enhance their digital literacy positively affect their behavior,with path coefficients of0.271 and 0.106,respectively;(3)Tea farmers’ willingness to improve their digital literacy plays a full mediating role between personal innovativeness,self-efficacy and digital literacy improvement behavior,and plays a partial mediating role between performance expectations,social influence,effort expectations and digital literacy improvement behavior.According to the proportion of indirect effects,the order is effort expectations(27%),performance expectations(47%),and social influence(49%);(4)The gender and age of tea farmers have a significant positive moderating effect on the impact of performance expectations on the willingness to improve digital literacy;Age and experience have a significant positive moderating effect on the impact of effort expectation on the willingness to improve digital literacy;The age of tea farmers has a significant positive moderating effect on the improvement of digital literacy behavior under facilitating conditions.3.Based on the empirical analysis results and the path coefficients of influencing factors,six strategies are proposed in order of importance to enhance the digital literacy of tea farmers:(1)Strengthening the social influence of digital intelligence in empowering the development of the tea industry: increasing efforts to guide the concept of intelligent development of tea farmers,mobilizing their initiative and enthusiasm to improve digital literacy,collaborate with tea industry experts and tea planting technology demonstration giants to promote and exchange digital knowledge and skills;(2)Strengthen tea farmers’ self-efficacy:implement differentiated and stepped training strategies and carry out targeted training for tea farmers with different levels of digital literacy;(3)Improve tea farmers’ expectations of efforts: expand training types,channels and forms,organize digital thematic training,establish training teams in combination with colleges and universities,and conduct online and offline combined training to reduce the difficulty of tea farmers’ perception of improving digital literacy;(4)Enhance the performance expectations of tea farmers: promote the inclusive effect and practical value of digital empowerment,so that tea farmers can perceive the usefulness and benefits of improving digital literacy;(5)Digging for individual innovative tea farmers: focus on providing digital literacy training for tea farmers with high personal innovativeness,and cultivate digital talents for the tea industry;(6)Optimize the facilitating conditions for improving tea farmers’ literacy: the government should strengthen policy support and support guarantees,establish incentive and guarantee mechanisms,and assist tea farmers in improving their digital literacy.This study aims to provide a theoretical basis for improving the digital literacy of tea farmers,hoping that tea farmers can enhance their own digital literacy,better comply with the trend of smart agriculture development,and promote high-quality development of the tea industry. |
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