Research On Influencing Factors Of Information Adoption Of Farmers In Shanxi Province Based On Mobile Internet

In recent years,with the rapid development of mobile Internet and the widespread popularity of 3G and 4G mobile telephone network in Shanxi Province,the influence of mobile Internet technology represented by mobile telephone network is continuously strengthening in rural areas of Shanxi.The cost of smart phones is decreasing,and the interaction is strong.Their operation is simple and the function can satisfy the daily life work of most people.More and more farmers in Shanxi use smart phones to pick up information and communicate.Using mobile phone to obtain information has become the main means for farmers to make access to information.Therefore,it is of great significance to study the influence factors of the information adoption of Shanxi farmers based on the mobile Internet to improve the efficiency of Shanxi farmers' information adoption and promote the efficient dissemination of information in the rural areas of Shanxi.From the point of view of two-sided markets and based on the theory of information adoption,this paper uses the empirical research method to study the behavior of farmers' information adoption,and explores the influencing factors of farmers' information adoption in Shanxi Province.First of all,on the basis of consulting the relevant literature at home and abroad,this paper definites the connotation of information adoption and reviews relevant theories such as information adoption and two-sided markets theory in order to clear the basic content of this study.Based on this,the current situation of Shanxi farmers' mobile Internet information adoption is analyzed,and it is found that there are insufficient attention to agricultural information and low satisfaction with mobile Internet in Shanxi farmers.Secondly,on the basis of the analysis of the current situation and problems,the Shanxi farmers' information adoption model based on the mobile Internet is constructed by using the continuance usage theory and two-sided markets theory.Make use of the questionnaire survey method to analyze the docking status of information supply and demand.Test structural equation model and quantitatively describe the influencing factors of information adoption of farmers in Shanxi Province based on mobile internet.The results show that the supply and demand of information has not reached an effective situation based on the mobile Internet.The greatest impact on the use of information demand side is satisfaction,expectation recognition and perceived usefulness,and the degree of impact is reduced in turn.The result of the inspection of the information provider is consistent with the demand side.Finally,put forward targeted recommendations for information demand for farmers,information supplier government and information service providers such as mobile WeChat,QQ and so on to promote information adoption of farmers in Shanxi Province,which will provide a reference for narrowing the gap between urban and rural areas and fundamentally solving the long-term inefficiency of information dissemination in rural areas of Shanxi Province.