Zhaoliang Li, Yanzhong Huang, Yurong Yang, Xiao-Ying Lai
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引用次数: 1
Abstract
ABSTRACT In the context of agricultural digitalisation in China, TikTok is becoming widely popular in rural areas and a novel way for agricultural technology extension. Based on survey data on 770 rice and wheat farmers in Hubei and Henan provinces in China, the endogenous switching probit model was used to verify the influence of TikTok usage on the adoption of Green Control Techniques (GCT). We found that farmers’ adoption probability of GCT will be significantly increased by 9.3–11.8% with their use of TikTok to browse GCT content. This shows that TikTok is an effective way to extend GCT. Furthermore, TikTok can complement traditional offline training as a digital agriculture extension for small-scale, older, and non-plain-area farmers, who are often of unequal status and are unable to obtain government agricultural extension services. These findings evaluate the effectiveness of short video software as a digital agriculture extension platform, which contributes to the rapid and effective extension of GCT. It is suggested that more GCT online promotion platforms should be built and applied in China.
期刊介绍:
Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance.
Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.