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中文摘要：
以技术接受模型和计划行为理论为理论基础,利用结构方程模型对农户农业信息服务采纳意愿的关键主观影响因素进行实证分析。研究发现,农户农业信息服务采纳意愿主要是受行为态度和知觉行为控制两个关键因素的正向影响,其中态度对意愿的影响占据主要地位,同时态度受到感知有用性和感知易用性的共同作用,而感知有用性和感知易用性又受到信息质量和服务质量两个外界因素的积极影响。
英文摘要：
Based on the technology acceptance model and the theory of planned behavior,this paper makes an empirical study on the key subjective factors of farmers＇ adoption willingness on agricultural information service by structural equation modeling. The study found that farmer＇s adoption willingness is mainly controlled by the positive influence on behavioral attitude and perceived behavior as two key factors,which attitude is the main influencing factor. Meanwhile,attitude is under interaction of perceived usefulness and perceived ease of use,which is positively impacted by information quality and service quality.
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