THE IMPACT OF THE DIGITAL DIVIDE ON THE CONTENT ENTREPRENEURIAL BEHAVIOR OF FARMERS IN GUANGXI,CHINA

Zhi Liu, Niyom Suwandej

ABSTRACT:

This paper aims to examine the impact of the digital divide on farmers' content entrepreneurial behavior in Guangxi, China, and its mechanism of action by dividing the digital divide into four categories based on the UTAUT model: the access divide (physical access to ICT), the online learning ability divide (ICT mastery and information processing power), the capability divide (self-efficacy in using ICT), and the innovativeness divide (willingness to change and try any new ICT). By using a mixture of quantitative and qualitative research with survey data on farmers' content entrepreneurial behavior in Guangxi, China, this study aims to reveal the impact of the digital divide on the economy and society and to understand the determinants of farmers' content entrepreneurial behavior. This will provide a theoretical basis for the formulation of relevant policies and contribute to high-quality economic development.

KEYWORDS: Access divide, Online learning ability divide, Capability divide, Innovativeness divide, Content entrepreneurial behavior

DOI: 10.62788/Nn433XB

PUBLISHED IN: ICCMETS Conference Proceedings 2023

DATE OF CONFERENCE: July 25 - 27, 2023

CONFERENCE LOCATION: Osaka, Japan

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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