Research on agricultural information adoption behavior of mobile terminal from the perspective of supply and demand matching : ---Data from Jiangsu “Agricultural Technology” APP

The mobile Internet provides a strong innovation power for improving the level of agricultural informatization, promoting the structural reform of agricultural supply side, accelerating the realization of agricultural modernization, and consolidating the foundation of building a moderately prosperous society in an all-round way. Based on UTAUT theoretical model, this paper constructs an agricultural APP information adoption behavior model, and uses the empirical method of questionnaire and structural equation to test the relationship between the influencing factors of agricultural APP information adoption behavior. The results show that performance expectation, effort expectation, social impact and individual innovation will significantly affect the information of farmers' adoption of agricultural APP, and corresponding policy suggestions are put forward from these four aspects.