新型职业农民参与农村电商发展意愿研究

Research on the Willingness of New Professional Farmers to Participate in Rural E-commerce Development

新型职业农民是乡村振兴、发展现代农业的生力军,调动他们积极参与农村电商发展,有利于解决农村电商人才缺乏的问题,促进农村电商的发展。本文以理论研究为基础提出研究假设,通过结构方程模型拟合和研究假设验证,构建新型职业农民参与农村电商发展意愿影响因素的结构方程模型。研究结果表明:新型职业农民对农村电商的感知有用性、感知易用性、期望确认度和行为态度正向影响其参与意愿;对农村电商的感知风险和感知成本负向影响其参与意愿。基于结论,从树立农村电商带头人典型、加强新型职业农民的电商培育、增强农村电商氛围营造和落实配套服务等方面提出建议。

New professional farmers are the new force of rural revitalization and modern agriculture development,mobilizing them to actively participate in rural e-commerce development is conducive to solving the shortage of rural e-commerce talents and promoting rural e-commerce development.Based on the theoretical research,the research hypothesis is put forward,through structural equation model fitting and research hypothesis verification,this paper constructs a structural equation model of the influencing factors of new professional farmers'willingness to participate in rural e-commerce.The results show that the perceived usefulness,perceived ease of use,expectation confirmation and behavior attitude of new professional farmers have positive affection on their willingness to participate in rural e-commerce.The perceived risk and perceived cost of new professional farmers have negative affection on their willingness to participate in rural e-commerce.Based on the conclusions,this paper puts forward the following suggestions:establishing the model of rural e-commerce leaders,strengthening e-commerce cultivation for new professional farmers,enhancing rural e-commerce atmosphere and the implementation of supporting services.