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Abstract

This paper identify the factors influencing farmers’ decision on adoption and intensity of new ICT-based service application using household survey data of 712 randomly selected farmer households in 54 villages from 3 districts in suburban Beijing in 2014. Dichotomous probability model and count data model are applied to measure the factors influencing farmers' decision and the adoption intensity. The study reveals that the farmers’ educated level, transferred employment status and the perceived of usefulness and easiness of the application have significant positive influence on their adoption decision and intensity, however, the factors affecting the adoption decision are not exactly the same as those of adoption intensity. The rural informatization extension methods have little influence on farmers’ adoption of ICT-based services. To strengthen the integration of agriculture and "Internet +", different training and extension programs that promote farmers to adopt the internet and other ICT-based services are needed in order for farmers to be able to benefit from the development of the “Internet + Agriculture”.

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