A Study on Digital Cognitive Characteristics and Integrated Innovation Behavior of New Agricultural Business Entities_Vol. 3 No. 2 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)

Home > Journal of Business and Marketing (ISSN: 3005-5717) > Vol. 3 No. 2 (JBM 2026) >

A Study on Digital Cognitive Characteristics and Integrated Innovation Behavior of New Agricultural Business Entities

DOI: https://doi.org/10.62517/jbm.202609207

Author(s)

Minglin Zhang1,*, Ya Zhang2

Affiliation(s)

1Business School, Guangdong Vocational and Technical College, Foshan, Guangdong, China 2Nanchang Business College, Jiangxi Agricultural University, Nanchang, Jiangxi, China

Abstract

Under the background of the deep development of the digital economy, digital empowerment has become the core driving force for promoting high-quality agricultural development. This paper takes new agricultural business entities as the research object and adopts a combination of questionnaire survey and empirical analysis to explore the influence mechanism of digital cognitive characteristics on their integrated innovation behavior. The findings are as follows: First, digital cognitive characteristics encompass five core dimensions—ease or difficulty of digital technology, application level, requirements, adoption risk, and adoption cost—which demonstrate good construct validity and can comprehensively reflect the digital cognitive level of new agricultural business entities. Second, digital cognitive characteristics have differentiated effects on integrated innovation behavior. Specifically, the ease or difficulty of digital technology, application level, requirements, and adoption cost all have a significantly positive impact, with the application level exerting the most prominent influence. The impact of adoption risk on integrated innovation behavior is not significant, which may be related to factors such as the controllability of risks in agricultural digital technology application and the degree of policy support. Third, integrated innovation intention plays a partial mediating role between digital cognitive characteristics and integrated innovation behavior, specifically serving as a full mediator for the ease or difficulty of digital technology, application level, requirements, and adoption cost, while showing no mediating effect for adoption risk. This verifies the applicability of the Theory of Reasoned Action and Rational Choice Theory in the field of agricultural innovation. The research conclusions provide policy implications for promoting the integrated innovation development of new agricultural business entities.

Keywords

Digital Cognitive Characteristics; New Agricultural Business Entities; Integrated Innovation Behavior; Digital Empowerment

References

[1] Zhang S H, Yang J X and Zeng J X. 2024. How Digital Empowerment Improves the Entrepreneurial Quality of Returning and Migrating Rural Workers: An Explanation Based on Empowerment Theory. Rural Economy, 2024(1), 102–111. [2] Ye L. 2025. Digital Economy and High-Quality Agricultural Development. International Review of Economics & Finance, 2025, 99: 104028. [3] Yang Y Q and Wang X H. 2023. Digital Empowerment and High-Quality Development of Urban Economy: A Quasi-Natural Experiment Based on National Big Data Comprehensive Pilot Zones. Inquiry into Economic Issues, 2023(12), 105–123. [4] Su F, Tao S and Ying R. 2025. Agricultural transformation in the digital age: Digital inclusive finance and the development of new agricultural business entities. Finance Research Letters, 2025, 72: 106614. [5] Zhang H Y. 2018. Institutional Characteristics and Development Orientation of China’s Modern Agricultural Operation System. Chinese Rural Economy, 2018(1), 23–33. https://doi.org/10.20077/j.cnki.11-1262/f.2018.01.003. [6] Huang Z H and Yu N. 2010. New Agricultural Business Entities: Current Situation, Constraints and Development Ideas—An Analysis Based on Zhejiang Province. Chinese Rural Economy, 2010(10), 16–26+56. https://doi.org/10.20077/j.cnki.11-1262/f.2010.10.002. [7] Liang Q and Han Z M. 2025. Can Digital Economy Promote the Emergence of New Agricultural Business Entities: Also Discussing Its Impact on the Survival of These Entities. Agricultural Technology and Economy, 2025(11), 4-26. https://doi.org/10.13246/j.cnki.jae.2025.11.004. [8] Liu X X, Yang Y Q and Sun Z J. 2022. Construction and Evolutionary Development of Enterprise Digital Capabilities: A Multi-Case Exploratory Study Based on Leading Digital Enterprises. Reform, 2022(10), 45–64. [9] Liu F H. 2022. Digital Empowerment, Enterprise Types and Investment Efficiency. Economic Issues, 2022(11), 67–75. https://doi.org/10.16011/j.cnki.jjwt.2022.11.012 [10]Jiao Y. 2020. Digital Economy Empowers Manufacturing Transformation: From Value Remodeling to Value Creation. Economist, 2020(6), 87–94. https://doi.org/10.16158/j.cnki.51-1312/f.2020.06.010 [11]Zhang X W and Liu G. 2022. Research on the Integrated Innovation Mechanism of Artificial Intelligence and Traditional Industries: Based on the Analysis of Innovation Network in China’s Intelligent Security Industry. Studies in Science of Science, 40(6), 1105–1116. https://doi.org/10.16192/j.cnki.1003-2053.2022.06.002 [12]Wang Y M, Yang X L, Hu W and Wang J. 2013. From Digital Literacy to Digital Competence: Concept Evolution, Constituent Elements, and Integration Model. Journal of Distance Education, 2013(3), 24–29. https://doi.org/10.15881/j.cnki.cn33-1304/g4.2013.03.004 [13]Cao A, Guo L and Li H. 2025.Understanding Farmer Cooperatives’ Intention to Adopt Digital Technology: Mediating Effect of Perceived Ease of Use and Moderating Effects of Internet Usage and Training. International Journal of Agricultural Sustainability, 2025(1): 2464523. [14]Zhou Y H. 2016. New Agricultural Business System: Institutions and Paths. Renming Luntan·Xueshu Qianyan, 2016(18), 74–85+95. https://doi.org/10.16619/j.cnki.rmltxsqy.2016.18.007.