Willingness of the Farmers' Participation in the New grain supply chains -based on the Technical Acceptance model

DOI

10.2991/mshsd-17.2018.74How to use a DOI?

Keywords

Technology acceptance approach, Farmer, New grain supply chains, Willingness of participation.

Abstract

A new grain supply chains acceptance model is put forward. Based on the data of 378 rural households in Jiangsu Province, the empirical study shows that the intention of farmers' participation comply with the law of behavior psychology which is affected positively by perceived usefulness and ease; getting higher income, higher product quality and more Efficient sales channel could improve the perceived usefulness for farmers. Otherwise, farmers demand more details for new grain supply chain, which has positive affect to perceived ease.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zhipeng GU
AU  - Baoming Cao
PY  - 2017/12
DA  - 2017/12
TI  - Willingness of the Farmers' Participation in the New grain supply chains -based on the Technical Acceptance model
BT  - Proceedings of the 2017 World Conference on Management Science and Human Social Development (MSHSD 2017)
PB  - Atlantis Press
SP  - 380
EP  - 387
SN  - 2352-5398
UR  - https://doi.org/10.2991/mshsd-17.2018.74
DO  - 10.2991/mshsd-17.2018.74
ID  - GU2017/12
ER  -