Social Media Usage, Media Literacy, and Innovative Willingness of New Professional Farmers

XIE Guihua; HUANG Meijiao; WU Jingjing

doi:10.19979/j.cnki.issn10082689.2023120027

Volume 41 Issue 1

Feb. 2025

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XIE Guihua, HUANG Meijiao, WU Jingjing. Social Media Usage, Media Literacy, and Innovative Willingness of New Professional Farmers[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2025, 41(1): 89-100. doi: 10.19979/j.cnki.issn10082689.2023120027

Citation:

XIE Guihua, HUANG Meijiao, WU Jingjing. Social Media Usage, Media Literacy, and Innovative Willingness of New Professional Farmers[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2025, 41(1): 89-100. doi: 10.19979/j.cnki.issn10082689.2023120027

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Social Media Usage, Media Literacy, and Innovative Willingness of New Professional Farmers

doi: 10.19979/j.cnki.issn10082689.2023120027

Department of Business Administration, Fujian Business University, Fuzhou 350012, China

Received Date: 2023-12-06
Publish Date: 2025-02-01

Abstract

Abstract

The implementation of rural innovation and entrepreneurship activities primarily requires stimulating the innovative willingness of new professional farmers. However, current research on the relationship between social media and the innovative willingness of new professional farmers is still weak. This paper attempts to build a research model based on innovation diffusion theory and planned behavior theory to explore the relationship between social media use, media literacy, and innovative willingness of new professional farmers. The empirical research results based on 367 samples of new professional farmers show that the use of social media by new professional farmers can not only directly promote the enhancement of their innovative willingness, but also have an impact through the mediating role of innovative subjective norms and perceived innovative behavior control. Social media use has a positive effect on both subjective and objective factors that affect the innovation of new professional farmers. Media literacy of new professional farmers plays a positive regulatory role in this process, strengthening the relationship between social media use and innovative attitudes, innovative subjective norms, and perceived innovative behavior control.
- new professional farmers,
- social media use,
- media literacy,
- innovative willingness

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References(42)

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