The Impact of Service Innovativeness on the Adoption Intention of Agricultural Socialized Service:Influential Mechanism and Configurational Effect
The development of agricultural social service is an important approach of agricultural modernization in Chi-na.Promoting the adoption of agricultural social service innovation is essential for its development.In the literature,studies involve the factors influencing the adoption of new technologies and new products,and even some factors influencing the a-doption of agricultural social service.Research on the impact of innovativeness on adoption intention primarily derive from the area of product and service innovation.The empirical studies in the field mainly follow the traditional hypothesis-testing logic,and employ solo quantitative method to test the functional mechanism.The research on how the innovative characteris-tics of agricultural social service innovation(i.e.,service innovativeness)affect the adoption intention of agricultural pro-duction operators is still scarce.This study suggests that service innovativeness consists of four dimensions:meaningfulness,novelty,advantage and complexity,and constructs a conceptual framework of the influential mechanism of service innovative-ness on the adoption intention for agricultural socialized services.This study launches a field survey to collect data from agri-cultural production operators in China.Combining with structural equation model(SEM)and fuzzy-set qualitative compara-tive analysis(fsQCA),the data are analyzed to explore the mechanism and configuration of service innovativeness affecting the adoption of agricultural socialized services.SEM results reveal that meaningfulness and novelty positively affect advan-tage,and novelty negatively affects complexity;advantage positively affects adoption intention,and complexity negatively af-fects adoption intention;advantage plays a complete mediating role,respectively,in the influence of meaning and novelty on adoption intention,and complexity completely mediates the effect of novelty on adoption intention.Furthermore,fsQCA results indicate three pathways of service innovativeness inducing adoption intention:"simple and effective"one,"special-ized,easy and new"one,and"comprehensive advantaged"one.This study expands the research of adopting agricultural so-cialized service innovation by focusing on the innovative characteristics of service itself,and inspires agricultural socialized service institutions to effectively innovate services to achieve adoption and application,which is of great significance to pro-mote the development of agricultural socialized service.
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