Research On Farmers Group Social Media Adoption Behavior Based On UTAUT Model

As an emerging information technology,social media plays an important role in advancing the digital rural strategy,accelerating the development of "Internet+agricultur",and then better solving the problems of agriculture,rural areas and farmers.However,there are still a considerable number of farmers in China,limited by their own and external environment and other factors,they cannot accept and use social media,and cannot enjoy the results brought about by the advancement of information technology.Under such a social background,it is of practical significance to explore what factors influence the adoption of social media by farmers.This study investigates and analyzes the influencing factors of farmers' social media adoption.Based on the integrated technology adoption model,the mass media use factors are added as control variables,and a conceptual model of the influencing factors of farmers 'social media adoption is summarized.In this paper,285 farmers in Wuxue and Tongcheng counties and cities in Hubei were taken as the research object,the questionnaire method was used to conduct the survey,and SPSS 25.0 was used to conduct descriptive statistical analysis and linear regression analysis on the research data to verify the performance expectations and efforts Factors such as expectation,social influence,and convenience have influenced the adoption of social media by farmers,as well as the role of gender,age,and education.The results of the study show that performance expectations and hard work expectations will positively affect farmers 'willingness to use social media;convenience and willingness will significantly affect farmers' social media use behavior;social impacts on farmers 'social media use willingness are not significant Influence;age factor has a significant adjustment effect on performance expectations and effort expectations;the use of mass media such as the frequency of reading newspapers,the length of listening to radio,and the length of watching TV as control variables has no effect on farmers 'willingness to use.Finally,this paper puts forward three suggestions for the research results.The first is to reduce the difficulty of social media operation,simplify the operation process of social media,and make it easier for farmers to operate social media;the second is that the government should provide sufficient technical and resource support,Regularly carry out training on the use of social media,and call on the farmers to conduct social media-related knowledge learning and exchange;third,to promote the benefits of social media,widely promote the benefits of social media to people's lives,so that farmers can actively learn,use and Adopt the information technology of social media.In addition,the article finally pointed out the limitations and prospects of the study.