The Impact of Social Media Use on Farmers'Adoption of Agricultural Machinery Services from a Social Trust Perspective:An Analysis Based on CFPS Data
HUANG Ying
LI Xin-yu
ZHANG Jia-qi
Abstract：Based on data from the 2022 China Family Panel Studies(CFPS),this study empirically analyzed the impact of social media use on farmers'adoption of agricultural machinery services from the perspective of social trust.The findings revealed that social media use increases the probability of farmers adopting such services by an average of 2.9 percentage points.Robustness checks,conducted by replacing variables and samples,further confirmed the reliability of this relationship.Regional heterogeneity analysis further indicated that the effect is more pronounced in central and western China,suggesting that the empowering role of social media yields greater marginal benefits in areas with weaker infrastructure.Accordingly,policy recommendations are proposed to enhance the efficiency and quality of farmers'adoption of machinery services.These include strengthening rural digital infrastructure and service platforms,leveraging the role of social media in agricultural technology extension and fostering rural social trust mechanisms.
Keywords：Social media useSocial trustAdoption of agricultural machinery services
Publication Date：2025-12-25
Online Publishing Date：2026-02-02(First online date of this platform, not the publication date of the document)
Pages：8( 4-10,15 )