企业农产品电子商务采纳的影响机制研究——基于制度理论的视角

The Mechanism of Adoption of E-Commerce of Agricultural Products in Firms——From the Perspective of Institutional Theory

农产品电子商务对推动农业经济发展和农业转型升级具有重要意义。尽管政府频频出台政策支持农产品电子商务发展,但低采纳率情况一直未得到明显改善,有必要了解企业农产品电子商务采纳决策的影响机制以改善这种困境。本研究基于制度理论视角,从企业层面构建了一个农产品电子商务采纳的影响因素模型,分析制度压力对农产品经营企业采纳电子商务的影响机理。实证结果表明,模仿性压力、强制性压力和规范性压力对感知收益具有不同程度的积极影响;规范性压力对感知阻碍有显著的消极影响,而模仿性压力和强制性压力对感知阻碍没有显著的影响;感知收益对农产品电子商务采纳有显著的积极影响,而感知阻碍对农产品电子商务采纳没有显著的影响;感知收益对3种制度压力和农产品电子商务采纳之间的关系起了部分中介作用。

E-commerce of agricultural products is of great significance in promoting agricultural economic development and agriculture restructuring and upgrading.Although the government frequently introduced policies to support the development of e-commerce of agricultural products,the low adoption rate has not been significantly improved.It is important to understand the mechanism of firms’adoption decision-making to improve this dilemma.Based on the perspective of institutional theory,this study constructs a model on influencing factors of adopting agricultural e-commerce at organizational level to analyze the impact of institutional pressure on the adoption of e-commerce by agricultural firms,and also considers the role of organizational innovativeness.The empirical results show that imitative pressure,mimetic pressure and normative pressure have positive effects on perceived benefits in different levels.Normative pressure has a significantly negative impact on perceived barriers,while mimetic pressure and coercive pressure have no significant effect on perceived barriers.Perceived benefit has significantly positive impact on the adoption of e-commerce of agricultural products,while perceived barrier has no significant effect on the adoption of e-commerce of agricultural products.Perceived benefit plays a partial mediation role on the relationship between institutional pressure and adoption.