Year 2024, Volume 9, Issue 3
| Year : | 2024 |
| Volume : | 9 |
| Issue : | 3 |
| Authors : | Juan CHENG, Yu MU, Leijiao CHU |
| Title : | PATTERN AND MECHANISM OF INNOVATION DIFFUSION IN AGRICULTURAL SOCIALIZED SERVICE: EVIDENCE FROM CHINA |
| Abstract : | With the prompt development of agricultural modernization, new or improved agricultural socialized services are emerging continuously in the form of service innovations. The effective innovation diffusion of new or improved agricultural socialized services promotes the connection between small farmers and modern agriculture. However, studies rarely focus on the diffusion patterns or mechanism of agricultural socialized service innovation. Even the classic theory of technological innovation diffusion does not answer the research question. This paper adopts the semi-structured interview to investigate the relevant stakeholders of agricultural socialized service innovation, including small farmers, governments, service providers, etc. The grounded theory is adopted to analyze first- and second-hand data. The results indicate four types of diffusion patterns of agricultural socialized service innovation, including government-led top-down diffusion, service providers-farmers bilateral diffusion, intra-farmer diffusion, and government-service providers collaborative diffusion. The diffusion mechanism of agricultural socialized service innovation is analyzed from the perspective of farmers. The results show that the diffusion of agricultural socialized service innovation contains three stages following the “stimulus-organism-response” (SOR) framework i.e., cognition of service, persuasion based on comparison and confirmation of needs. Relevant factors affect the diffusion process. In the cognition stage, service attributes, and personal characteristics and needs affect farmers' initial cognition of agricultural socialized service innovation. In the persuasion stage, compatibility, opinion leaders and community communication affect farmers’ opinions of the value of agricultural socialized service innovation. In the confirmation stage, farmers make decisions influenced by perceived risk, trust and value. The research results enrich the theory of innovation diffusion in the context of agricultural socialized service, and inspire the effective promotion and application of agricultural socialized service innovation. |
| For citation : | Cheng, J., Mu, Y., Chu, L. (2024). Pattern and mechanism of innovation diffusion in agricultural socialized service: evidence from China. AGROFOR International Journal, Volume 9. Issue No. 3. pp. 85-92. DOI: 10.7251/AGREN2403085C |
| Keywords : | Agricultural socialized services, innovation diffusion, service innovation, diffusion pattern, diffusion mechanism. |
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ISSN 2490-3434 (Printed)
ISSN 2490-3442 (Online)
ISSN 2490-3442 (Online)
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