新型农业经营主体农产品电子商务采纳的影响因素研究

整合TRA、TTF和TOE框架等技术采纳理论模型,构建了新型农业经营主体农产品电子商务采纳的影响因素模型。通过调查问卷采集湖北省589家新型农业经营主体的样本数据,运用结构方程模型对研究假说进行检验,同时建立多群组结构方程模型对不同类型的新型农业经营主体农产品电子商务采纳的影响因素进行对比分析。结果表明:人力资源、物流条件、资金充裕度以及政策扶持是影响新型农业经营主体农产品电子商务采纳的最重要因素。其中,人力资源和政策扶持是家庭农场和专业大户农产品电子商务采纳的关键影响因素,农民专业合作社受效果易察和资金充裕度的影响较大。提出应鼓励家庭农场和专业大户更广泛地采纳农产品电子商务,农民专业合作社则凸显引领作用,着重发展农产品电子商务采纳深度。

Research on the Influence Factors of the Adoption of E-Commerce of Agricultural Products by New Type of Agricultural Operator

Through integrating three technology adoption theory models,including TRA,TTF and TOE,this paper builds the influence factors model of the adoption of e-commerce of agricultural products,which are provided by new type of agricultural operator. SEM is utilized to examine the model according to the questionnaire data of 589 new type of agricultural operators in Hubei Province. Moreover,multi-group SEM is formulated to conduct contrastive analysis on influence factors in the adoption of e-commerce agricultural products for different types of new type of agricultural operator. The empirical results indicate that:e-commerce talents,logistic conditions,capital adequacy and policy support,have the most significant influence on the willingness of a new type of agricultural operator to adopt the e-commerce of agricultural products. E-commerce talents and policy support are critical influence factors in willingness of family farms and large and specialized agricultural family operations to adopt e-commerce of agricultural products. In comparison,farming cooperatives pay greater attention to effects and capital adequacy. It is suggested that family farms and large and specialized agricultural family operations should be encouraged a wider adoption of agricultural products e-commerce,and farming cooperatives should highlight its leading role,focusing on developing the depth of agricultural e-commerce adoption.