企业农产品电子商务采纳与常规化的形成机制

从技术创新扩散的视角，基于TOE框架，构建一个两阶段企业农产品电子商务扩散模型，分析技术因素、组织因素和环境因素对农产品电子商务采纳和常规化的影响机理。实证结果发现：竞争压力、物流能力和相对优势对农产品电子商务采纳和常规化都有显著的正向影响；复杂性对农产品电子商务采纳没有显著的影响，而对农产品电子商务常规化有显著的负向影响；技术基础和监管环境对农产品电子商务采纳有显著的正向影响，而对农产品电子商务常规化没有显著的影响；农产品电子商务采纳对于农产品电子商务常规化的形成具有部分中介效应。因此，企业在不同的农产品电子商务扩散阶段应重点关注相应的关键影响因素，促进农产品电子商务资源投入的有效利用。

Formative Mechanisms of E-commerce Adoption and Routinization in Agricultural Enterprises

Based on the framework of the Technology-Organization-Environment (TOE), from the perspective of innovation diffusion, this study builds a two-stage diffusion model on e-commerce and examines the effects of technological, organizational and environmental factors on e-commerce adoption and routinization of agricultural products.The empirical results indicate that competitive pressure, logistics capability and relative advantage play important roles in both adoption and routinization. Complexity has no significant effect on adoption, while it has a negative impact on routinization. Both IT infrastructure and regulatory environment positively affect adoption, while they have no significant effect on routinization. Adoption has a mediating effect on routinization. Therefore, enterprises should focus on the key affecting factors in different diffusion stages to promote the effective use of the resources investment in e-commerce of agricultural product.