Based on the UTAUT model,this article introduces three variables including perceived cost,information quality and hedonic motives,and using the level of education as a moderator variable,to build an acceptance model of mobile information service system in rural area.Based on the household survey obtaining firsthand data of 961 farmers in Jiangsu Province,the study tests the improved UTAUT model by using Amos22.0 software.The results show that compared with the original UTAUT model,improved UTAUT model willingness to accept the explanatory power get further increase (from 49.0％ to 61.9％).Performance expectations,social impact,information quality have significant positive influence on accepting intend,hedonic motives have a significant negative impact to accept intend,convenient conditions directly affect the use of behavior;gender and level of education has a regulating effect to accept intention.Through further grouping path analysis,the result shows that hedonic motives have broader impacts for women farmers accept mobile information services.Compared with other groups,only farmers with primary education are easily affected by others,and farmers with college education or above are more easily affected by information quality.Finally,this paper explains the results and puts forward countermeasures and suggestions accordingly.
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