农业跨境电子商务采纳影响因素研究

Influence Factors of Cross-border E-business Adoption in Agricultural

加速发展跨境电子商务贸易对于推进我国"一带一路"战略目标实施具有重要意义。该研究通过分析识别跨境电子商务采纳影响因素从而有效推进电子商务贸易发展。该研究以技术-组织-环境理论与相关文献为依据,构建了企业跨境电子商务采纳影响因素模型,并针对农业企业进行了问卷调查。基于SPSS 19软件对调查问卷信度分析的基础上,采用AMOS22结构方程模型对假设模型进行实证研究,研究指出技术兼容性不足、可感知的风险、行业内竞争压力、政策法律的支持程度是影响我国农业企业开展跨境电子商务的主要因素。研究结论有助于农业企业管理人员结合企业实际采纳跨境电子商务,并为相关部门制定跨境电子商务决策提供依据。

It is effective to speed up the development of cross-border e-commerce trade to promote the implementation of the strategic goal of the ‘One Belt and One Road＇.This study can effectively promote the development of e-commerce trade by identifying the influence factors of cross-border e-commerce.Based on the Technology-Organization-Environment（TOE）theory and literature,this study constructs key factors model affecting enterprises′cross-border e-commerce adoption,and conducts a questionnaire survey in agricultural enterprises.On the basis of analyzing the reliability of survey results using SPSS 19 software,this study examines the assumptions of theoretical model by using AMOS22 method,and finding out lack of technical compatibility,perceived risk,competitive pressure in the industry,the degree of support policy and law are the main factors affecting enterprises′ cross-border e-commerce adoption in agricultural.Research conclusions can help agricultural business managers adopt cross-border e-commerce in light of their situations,and provide the basis for government departments to make decisions in order to develop cross-border e-commerce.