Research On Farmers’ Willingness To Continue Using Xiangnong Science And Education Cloud APP

The rapid development and wide application of modern information technology has promoted the continuous innovation of agricultural science and technology services,and various new models and new formats have emerged one after another.The party and the state attach great importance to promoting the innovation of agricultural science and technology services through informatization,and have issued a series of policy documents to encourage the development of APPs adapted to the characteristics of "agriculture,rural areas and farmers" to improve the agricultural science and technology information service platform.Hunan has actively responded to national policies and created platforms such as the Hunan Agricultural Science and Education Cloud APP.Farmers are the main users and ultimate beneficiaries of the Xiangnong Science and Education Cloud APP.Studying the farmers’ willingness to continue using the Xiangnong Science and Education Cloud APP is of great significance for improving the agricultural science and technology information service APP platform,realizing the effective connection between service supply and farmers’ actual needs,and implementing the strategy of promoting agriculture through science and technology and rural revitalization.On the basis of integrating the expectation confirmation model and the success model of the information system,two new variables,perceived risk and self-efficacy,were introduced to construct a model of farmers’ continued use willingness of the Hunan Agricultural Science and Education Cloud APP.Methods The farmers’ willingness to continue to use Xiangnong Science and Education Cloud APP and its influencing factors were analyzed,and the results showed that:(1)the willingness of farmers to continue to use is at an upper-middle level,and there is still a lot of room for improvement;(2)satisfaction,self-efficacy,service quality,system quality,expectation confirmation,perception The usefulness and community influence have a significant positive impact on farmers’ willingness to continue to use.Among them,satisfaction has the greatest impact on the willingness to continue to use,followed by self-efficacy;(3)the perceived risk negatively affects farmers’ willingness to continue to use;(4)facility conditions have no significant impact on farmers’ willingness to continue to use.According to the empirical research results,combined with the characteristics of Xiangnong Science and Education Cloud APP,from the quality of optimization of information service,strengthen platform security supervision,increase publicity and promotion,improve the numerical literacy of farmers,and raise the peasant’s continuous use of Xiangnong Science and Education Cloud APP Countermeasures for the will.