Given the growing importance of social media in digital rural development, this study systematically investigated the influence pathways of social media use among rural women in China, drawing on the Technology Accept...Given the growing importance of social media in digital rural development, this study systematically investigated the influence pathways of social media use among rural women in China, drawing on the Technology Acceptance Model(TAM). Employing quantitative research methods, the study conducted empirical tests based on 367 valid questionnaires using Partial Least Squares Structural Equation Modeling(PLS-SEM) via SmartPLS 4.0 software. Results indicate that significant associations exist between perceived ease of use, perceived usefulness, attitudes toward use, behavioral intention, and actual usage behavior. Specifically, the study finds that rural women's perceived ease of use of social media has a significant and positive influence on both perceived usefulness and attitudes toward use. Perceived usefulness further significantly promotes attitudes toward use and behavioral intention. Moreover, positive attitudes toward usage and strong behavioral intentions were effectively converted into actual social media usage behaviors. This study not only validates the applicability and explanatory power of the TAM model in understanding the digital behavior of Chinese rural women but also provides quantitative evidence for how social media enhances their “digital visibility.” These findings offer practical insights for governments and platform providers to optimize user experiences and strengthen digital skills training. Despite its limitations, including a cross-sectional design and a regional sample, this research holds significant theoretical and practical implications.展开更多
文摘Given the growing importance of social media in digital rural development, this study systematically investigated the influence pathways of social media use among rural women in China, drawing on the Technology Acceptance Model(TAM). Employing quantitative research methods, the study conducted empirical tests based on 367 valid questionnaires using Partial Least Squares Structural Equation Modeling(PLS-SEM) via SmartPLS 4.0 software. Results indicate that significant associations exist between perceived ease of use, perceived usefulness, attitudes toward use, behavioral intention, and actual usage behavior. Specifically, the study finds that rural women's perceived ease of use of social media has a significant and positive influence on both perceived usefulness and attitudes toward use. Perceived usefulness further significantly promotes attitudes toward use and behavioral intention. Moreover, positive attitudes toward usage and strong behavioral intentions were effectively converted into actual social media usage behaviors. This study not only validates the applicability and explanatory power of the TAM model in understanding the digital behavior of Chinese rural women but also provides quantitative evidence for how social media enhances their “digital visibility.” These findings offer practical insights for governments and platform providers to optimize user experiences and strengthen digital skills training. Despite its limitations, including a cross-sectional design and a regional sample, this research holds significant theoretical and practical implications.
