TAM模型下新型农业经营主体电商采纳行为影响因素研究

Research on the Influencing Factors of the E-commerce Adoption Behavior of New Agricultural Business Entities under the TAM Model

本文基于技术接受理论模型,利用372份问卷数据,探究新型农业经营主体电商采纳行为的影响因素。结果表明:①影响新型农业经营主体电商采纳行为的因素中,感知有用性的影响最强,感知易用性次之,其标准化影响路径系数分别为0.81、0.20;②感知易用性不仅正向影响新型农业经营主体的电商采纳态度,也正向影响新型农业经营主体的感知有用性;③新型农业经营主体的电商采纳态度正向影响其采纳行为。因此,本文提出了提升新型农业经营主体电商采纳意愿的相关建议,进而指导电商平台的可持续发展。

Based on the theoretical model of technology acceptance,this paper uses 372 questionnaire data to explore the influencing factors of the e-commerce adoption behavior of new agricultural business entities.The results show that:①Among the factors affecting the e-commerce adoption behavior of new agricultural business entities,perceived usefulness has the strongest impact,followed by perceived ease of use,and its standardized impact path coefficients are 0.81 and 0.20,respectively;②perceived ease of use Usability not only positively affects the e-commerce adoption attitude of new agricultural business entities,but also positively affects the perceived usefulness of new agricultural business entities;③The e-commerce adoption attitude of new agricultural business entities positively affects their adoption behavior.Therefore,this paper puts forward relevant suggestions to improve the willingness of new agricultural business entities to adopt e-commerce,and then guide the sustainable development of e-commerce platforms.