区域农户农企采纳农产品电子商务的影响因素

农户和农产品企业对电子商务的采纳实施促进了农产品电子商务的普及和发展。以甘肃省实际具有开展农产品电子商务活动条件的从业者为研究对象，通过深度访谈，采用扎根理论构建了农产品电子商务采纳实施的影响因素模型。研究发现，在甘肃省农产品电商采纳实施过程中主要存在基础设施建设不均衡，网络安全问题突出，第三方电商服务缺乏，运营成本高企，产品局限性强，电商培训内容脱节，缺乏龙头企业的引领示范，人才资源缺乏，专业能力不足和政策落实不到位等问题。在此基础上从完善基础设施体系，调整和落实发展政策，有序推进第三方电商服务发展，创新营销模式，开展多层次电商培训，推动示范点建设，重视专业人才培养和做好农产品电商宣传推广等方面提出了促进区域农产品电子商务有效采纳实施的措施建议。

Research on Influencing Factors of Adopting Agricultural Product E-commerce for Regional Farmers and Agricultural Enterprises

The adoption and implementation of e-commerce from farmers and agricultural enterprises promote the popularization and development of agricultural products e-commerce. Through interviewing with the farmers and other business practitioners of agricultural products e-commerce in Gansu Province, the thesis constructs a model of the influencing factors on adoption and application of the agricultural products e-commerce with the method of grounded theory. The research shows that at present in Gansu Province, the infrastructure development is unbalanced, and the system needs to be improved and perfected. The network security problem is serious, and it is easy to leak privacy information. The third-party e-commerce service is insufficient and unable to provide professional services. The operating cost is high, and it is difficult to get financial loans. There are many limitations of products and the marketing ability is weak. The e-commerce training is disconnected, and lacks purpose and practicality. It is short of the demonstration functions from leading enterprises. Human resources are lacking; entrepreneurship awareness is not strong and professional ability is insufficient. The policy threshold is high, and the implementation is not in place. Finally, the paper puts forward suggestions for the effective implementation of regional agricultural e-commerce by improving infrastructure system, adjusting and implementing the development policies, promoting the development of third party e-commerce services, innovating the marketing model, conducting multi-level e-commerce training, promoting the construction of demonstration sites, emphasizing the professional training, doing well in agricultural products e-commerce promotion and so on.