政府支持和电商平台制度双重视角下农民电商创业意愿研究——基于SEM模型

Research on Farmers' Entrepreneurial Intention Analysis with Government Support and E-Commerce Platform——Based on Structural Equation Model

政府电商扶贫政策激发了农民电商的创业意愿。通过构建结构方程模型,基于山西省实地调研数据,从政府支持和电商平台制度双重视角下分析政府、电商平台制度、平台信任和感知风险对农民的电商创业意愿影响。结果表明:政府支持正向影响农民的电商创业意愿,农民对电商平台的信任在政府支持与农民电商创业意愿关系中起部分中介作用;电商平台制度间接影响农民电商创业意愿。因此,以电商平台和电商制度为载体,选择政府支持与电商平台支持的双轮驱动,形成"政府—电商—农民"三位一体创新运营管理模式,实现农民的电商创业之路。

E-commerce poverty alleviation has inspired farmers willingness to entrepreneurship.This paper studies the influence factors of farmers entrepreneurial intention including government and e-commerce platform.The empirical results show that governmental support of EPA has a direct positive effect on farmers entrepreneurial intention and positively affects farmers trust in the e-commerce entrepreneurship.The trust and perceived risk that farmers associate with an e-commerce platform partially mediatesthe relationship between government support and farmers entrepreneurial intention;and e-commerce platform policies indirectly affect farmers entrepreneurial intention.Theresults of this study can help local governments make appropriate policies to promote entrepreneurship among farmers.