Research On The Influencing Factors Of Farmers’ Willingness To Pay For Knowledge

In recent years,the knowledge economy has developed rapidly and the knowledge payment model has flooded into various industries,and the knowledge payment model has also started to be applied to the agricultural field,so that farmers have new channels to acquire knowledge.Whether farmers are willing to pay for learning knowledge and what factors influence farmers’ willingness to pay for knowledge are questions that deserve in-depth investigation.In this context,based on the perceived value theory and drawing on the technology acceptance model and value acceptance model,we establish a model of factors influencing farmers’ willingness to pay for knowledge,and use structural equation modeling to analyze the factors influencing farmers’ willingness to pay for knowledge and explore the relationship between them.Combined with the theoretical design questionnaire,291 sample data from Lingqiu County,Shanxi Province were collected through pre-research revised questionnaire and formal research,and the collected samples were statistically and analytically analyzed using statistical software SPSS24.0and AMOS24.0 to verify the hypotheses proposed in this paper.Based on the analysis results,we conclude that(1)in terms of perceived benefits,perceived usefulness and perceived ease of use help enhance farmers’ willingness to pay for knowledge;(2)in terms of perceived benefits and losses,perceived risks inhibit farmers’ willingness to pay for knowledge,and perceived costs do not have a significant inhibitory effect on farmers’ willingness to pay for knowledge;(3)perceived value is a key facilitator of farmers’ willingness to pay for knowledge,while in terms of perceived usefulness,perceived ease of use(3)perceived value is a key facilitator of farmers’ willingness to pay for knowledge,and plays a mediating role in the influence of perceived usefulness and perceived ease of use on farmers’ willingness to pay for knowledge;(4)traditional farmers’ willingness to pay for knowledge is more likely to be influenced by perceived usefulness;while new professional farmers’ willingness to pay for knowledge is more likely to be influenced by perceived ease of use.Finally,five suggestions are proposed to enhance farmers’ willingness to pay for knowledge: first,to export high-quality knowledge and services to enhance farmers’ perceived value;second,to target farmers’ needs to enhance farmers’ perceived usefulness;third,to optimize the process of paying for knowledge to enhance farmers’ perceived ease of use;fourth,to reduce farmers’ payment worries and perceived risks;and fifth,to differentiate services to precisely match different types of farmers.This study is helpful to understand farmers’ knowledge payment behavior and has some implications for the construction of agricultural knowledge payment platforms.