In this paper, theories of acceptance behavior are used to guide the creation of adoption intention of agro-product informatization service system model. The proposed model and hypotheses have been tested with SEM by using AMOS to analyze the datas from our survey on 120 households in Harbin city, Songbei district, Songbei town. Results show that the influence of farmers'perceived usefulness and subjective norm for accepting agro-product informatization service system is quite significant. Moreover, positive impact of perceived ease of use on perceived usefulness has also been verified.The proposed model proves to be effective in explaining the influencing factors of farmers' intentions to accept the agro-product informatization service system. Finally, combined with the results, some specific recommendations for the rural and agricultural information construction have been put forward.%运用实证研究手段,以采纳行为理论为指导,建立农产品信息化服务系统采纳意愿模型,在对哈尔滨市松北区松北镇120户农户调研的基础上,运用结构方程方法和AMOS计量软件对数据进行分析,验证了模型及相关假设.结果表明,农户的感知有用性和其主观规范对农产品信息化服务系统采纳的行为意向影响较为显著,感知易用性对感知有用性的正向影响也得到了验证.所提出的农产品信息化服务系统采纳意愿模型解释度较高,并结合研究结果对农业农村信息化建设提出了具体的建议.
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