Impact mechanism of farmers'digital literacy on their participation in digital village
[Objective]As a vulnerable group in the digital society,farmers generally have poor digital awareness,weak ability to operate and apply digital'new agricultural tools',and weak participation ability in'new agricultural activities'such as live streaming e-commerce.The paper aimed to stimulate the enthusiasm,initiative,and creativity of farmers,fully play their role as the main body,and promote them to ac-tively participate in the great practice of digital rural areas.[Method]On the basis of reviewing domestic and foreign literature and conducting a questionnaire survey of 1500 farmers in 13 agricultural areas in Beijing,the article constructed a digital literacy system for farmers from six dimensions:digital awareness,digital universal literacy,digital technology literacy,and soon.Based on the KAP model,a theoretical model of'Farmers'Digital Literacy-Satisfaction with Government Digital Services-Farmers'Digital Rural Participation Behavior'was constructed,using mediation and moderation models,the impact of digital literacy among farmers on their participation in digital rural areas was explored,and relevant policy recommendations to stimulate their participation in digital rural areas were proposed.[Result](ⅰ)The digital literacy of farmers had a significant promoting effect on their participation in digital rural areas;(ⅱ)The satisfaction of farmers with government digital services would indirectly effect their participation in digital rural areas;(ⅲ)Digital infrastructure played a positive regulatory role in the rela-tionship between farmers'digital literacy and their participation in digital rural areas.[Conclusion]To solidly promote digital rural areas and enable farmers to participate more and benefit widely,firstly,we need to vigorously enhance farmers'digital literacy through building a train-ing system for farmers'digital literacy,strengthening training on farmers'digital literacy and application capabilities,etc.Secondly,we need to strengthen the supply and sharing of high-quality rural service resources,promote diversified participation in services,etc..Thirdly,we need to strengthen the carrying capacity of rural networks.We will continuously improve the construction of rural digital infrastructure by pro-moting the transformation of existing technology and equipment to adapt to agriculture.
FarmersDigital literacyDigital rural participationGovernment digital servicesRural digital new infrastructure construction
万方数据
维普
