THE STRENGTH OF TRUST: DISCUSSION ON THE INFLUENCING FACTORS OF THE CHINESE FARMERS' ADOPTION OF MOBILE AGRICULTURAL SCIENCE AND TECHNOLOGY KNOWLEDGE SERVICE

Numerous scholars have pointed out that the mobile service has played an important role in dissemination of knowledge in science and technology, but for now, the mobile service has not, played an intermediary role in the dissemination of knowledge of agricultural science and technology as it should be in our rural areas. According to the relative theories and literature, this article builds a theoretical model of the farmer's adoption behavior of the mobile agricultural knowledge services from the angles of the adoption of mobile technology, the expectations of usefulness, communication channels, trust, the adoption intention and the adoption behavior. Based on the survey, use the exploratory factor analysis, confirmatory factor analysis and structural equation model to verify the above theoretical model. In conclusion, the mobile technology adoption, the expectations of usefulness effect the adoption of behavior indirectly through the adoption of intention; trust is an intermediary variable for the communication channels to impact the adoption intention then to the adoption behavior. Thereby enhancing the farmer's adoption intention, popularizing rate of mobile service in rural areas and improving the farmer's trust can enhance the intermediary role of mobile service in diffusing the knowledge of agricultural science and technology.