主观规范、网络外部性与农户农产品电商采纳行为意向

Subjective Norms,Network Externality and Farmers’ Behavioral Intention to Adopt Agricultural Products E-commerce

基于拓展的技术接受模型,以江西省192个农户为研究样本,实证分析农户农产品电子商务采纳行为意向的影响因素。结果表明:经过拓展的技术接受模型适用于农户的农产品电商采纳行为意向研究,其中感知有用性、感知易用性、主观规范、网络外部性都显著正向影响农户对农产品电商的采纳意向,感知风险则显著负向影响农户的采纳意向。建议在推进农产品电商的普及中,加强宣传、引导和示范,保障信息安全,完善物流基础设施。

Based on the extended technology acceptance model,192 rural households in Jiangxi Province were taken as samples to empirically analyze the factors which influence farmers’ behavior intention to adopt agricultural products’ e-commerce. The results show that the extended technology acceptance model is applicable for such empirical analysis,and that the perceived usefulness,perceived ease of use,subjective norms,and network externalities all significantly have positive effect on farmers’ intention to adopt the agricultural products e-commerce while perceived risk significantly has negative effect. According to the research results,to promote agricultural products e-commerce,it is necessarty to strengthen publicity,guidance and demonstration,ensure information security and improve the logistics infrastructure.