Research on the Influencing Factors of Farmers’ Land Transfer Behavior Based on the Framework of Technology Acceptance Model: the Evidence from Shaanxi, China

Abstract

Based on technology acceptance model, this paper uses 3500 samples of farmers in underdeveloped areas of Shaanxi Province to reveal the influence mechanism of farmers’ land transfer behavior by using partial least squares structural equation model. The results show that: (1) Perceived usefulness and perceived ease of use have a positive impact on farmers’ land transfer behavior. The effect of perceived usefulness is stronger than that of perceived ease of use, and the effect of economic perceived usefulness is the strongest. (2) Family environment, social environment and land environment indirectly affect farmers’ land transfer behavior by affecting their perception of land transfer. (3) The decision-making path of farmers’ land transfer behavior is: external environmental factors → perceived usefulness → land transfer behavior; external environmental factors → perceived ease of use → land transfer behavior; external environment → perceived ease of use → perceived usefulness → land transfer behavior. It can be seen that perceived usefulness and perceived ease of use based on specific environment will have a significant impact on land transfer behavior. Therefore, to promote land transfer, we should focus on increasing the economic benefits of land transfer and improving the convenience of transfer transactions based on local reality.