How Can Apple Farmers Be Encouraged to Apply Information Technology? The Moderating Effect of Knowledge Sharing

Abstract

Information technology has become an increasingly powerful driving force in modern agriculture. In particular, its application is important for the sustainable development of the apple industry. However, to promote technology application effectively, a better understanding of the behavioral intention of apple farmers towards such information technology is needed. This study uses micro data from 226 Chinese apple growers and applies the theory of planned behavior. The factors influencing apple farmers’ intention to choose information technology, along with factors influencing the transformation of that intention into actual behavior, are investigated through structural equation modeling. The results show that farmers’ information technology attitudes and perceived behavioral control have a significant positive impact on their intention to choose information technology, and that intention has a significant positive impact on behavioral response. Additionally, both tacit and explicit knowledge sharing have a positive moderating effect on transforming the intention to choose information technology into actual behavior, and the higher the degree of knowledge sharing, the stronger its moderating effect. The results imply that to achieve industry sustainability, the government needs to improve its guidance and incentives for agricultural technology, as well as support the development of a strong knowledge-sharing system specifically for agricultural information technology.