Research Article
Research on the Use Behavior of Agricultural Big Data in the Era of Intelligent Agriculture Based on UTAUT Model
@INPROCEEDINGS{10.4108/eai.2-12-2022.2328705, author={Dekuan Liu and Xianyun Wu}, title={Research on the Use Behavior of Agricultural Big Data in the Era of Intelligent Agriculture Based on UTAUT Model}, proceedings={Proceedings of the 3rd International Conference on Big Data Economy and Information Management, BDEIM 2022, December 2-3, 2022, Zhengzhou, China}, publisher={EAI}, proceedings_a={BDEIM}, year={2023}, month={6}, keywords={intelligent agriculture; utaut model; agricultural big data; behavior of use}, doi={10.4108/eai.2-12-2022.2328705} }- Dekuan Liu
Xianyun Wu
Year: 2023
Research on the Use Behavior of Agricultural Big Data in the Era of Intelligent Agriculture Based on UTAUT Model
BDEIM
EAI
DOI: 10.4108/eai.2-12-2022.2328705
Abstract
The "14th Five-Year Plan" for big data industry points out that the country attaches great importance to the development of big data industry, and creating new ad-vantages for the development of digital economy in the new era has become a strong support for the construction of national basic strategic resources. Digital enables the development of smart agriculture, and agricultural big data has become an important engine to drive the development of smart agriculture. Firstly, from the perspective of farmers, with the help of "smart agriculture platform" as the representative of agricul-tural big data research, and on the theoretical basis of the technology acceptance model, an empirical study was carried out on the use behavior of agricultural big data. Next, PLS algorithm was used to explore the relationship between the potential varia-bles. The results showed that performance expectation, social influence and data qual-ity had significant positive effects on the willingness to adopt agricultural big data. Convenience and adoption intention have significant positive influence on the use behavior of agricultural big data.