农村专业大户农产品电商技术采纳行为及异质性分析--基于整合的技术采纳模型

Adoption Behavior and Heterogeneity of Big-specialied Households Agricultural Products E-commerce in Rural Areas:Technology Adoption Model Based on Integration

基于江西省22个电商示范县的345份专业大户调查问卷分析,构建农村专业大户电商技术采纳模型,采用结构方程模型进行验证,并探讨不同产品类型间的异质性。结果表明:专业大户的电商技术采纳行为是“需求-采纳动机-期望确认-行为响应”的过程;行业压力、生计压力、大户获得的信息是采纳动机产生的主要原因;技术期望确认对专业大户的电商技术采纳具有显著影响;经营生鲜易腐类农产品的专业大户更加关注电商技术有用性,而经营粮食坚果类农产品的专业大户更加关注电商技术的易用性。研究结论可为专业大户经营农产品电子商务提供实践指导,为政府调整和制定相关扶持政策提供理论依据。

Based on 345 big-specialied households questionnaires conducted in 22 e-commerce demonstration counties in Jiangxi Province,this paper constructed a technology adoption model for big-specialied households agricultural products e-commerce adoption behavior in rural areas,which was verified by a Structural Equation Model,and discussed the heterogeneity among different product types.The results show that the adoption behavior of e-commerce technology is a process of“demand-adoption motivation-expectancy confirmation-behavioral response”.Industry pressure,livelihood pressure and the information they get are the main reasons for adoption motivation.Recognition of technology expectations has a significant impact on its adoption.Big-specialied households dealing in fresh perishable products care are more concerned about technical usefulness while big-specialied households dealing in grain and nut products pay more attention to technical usability.This paper is to provide practical guidance for large professional farms to manage the e-commerce of agricultural products,and to provide theoretical basis for the government to adjust and formulate relevant supporting policies.