ArticleFrontiers in nutrition2026
The impact of mobile payment on rice farmers' purchasing behavior of new rice varieties: a case study of rice cultivation in Jiangxi Province.
Article in Frontiers in nutrition, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Introduction: With the rapid development of information and communication technology, mobile payment is becoming increasingly popular in rural areas of China. Rice farmers are accelerating their shift from offline cash payments to online mobile payments for purchasing excellent new varieties. Methods: Based on the purchasing scale and level of excellent new rice varieties, this study uses microdata from thousands of households in 100 villages in Jiangxi Province, employing the Heckman two-stage model, propensity score matching method, and instrumental variable (IV) method to explore the impact of mobile payment on the purchasing behavior of rice farmers regarding excellent new rice varieties and its mechanisms. Additionally, it investigates the heterogeneity of the impact of mobile payment on the purchasing behavior of rice farmers regarding excellent new rice varieties. Furthermore, it discusses the differences in the effects of mobile payment across different excellent new rice varieties. Results and discussion: Mobile payment has a significant impact on the purchasing scale and level of excellent new rice varieties among rice farmers, and it has passed tests for endogeneity and robustness; mobile payment can enhance land leasing levels by promoting land circulation, reduce the probability of "zero rent" land transfers, alleviate formal credit constraints, release the consumption potential of rural residents, optimize their consumption structure mechanisms, and promote rice farmers' purchase of excellent new varieties. The group effect of mobile payment on rice farmers' purchase of excellent new varieties is more pronounced among men and those with a high school education, while the scale effect is more significant among the elderly population, and the effect is more evident among the younger population. At the same time, the characteristics of mobile payment for rice farmers in purchasing excellent new varieties are more pronounced in breeding varieties that are drought-resistant, waterlogging-resistant, lodging-resistant, insect-resistant, and disease-resistant. This study indicates that mobile payment provides important references and experiential insights in the action plans for inclusive finance, empowering agricultural e-commerce, and revitalizing the seed industry.
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