Research on the Factors Influencing Farmers'Willingness to Participate in Agricultural Product E-commerce Based on the UTAUT Model—A Case Study of Nanjing
Based on the UTAUT model,the effects of performance expectation,effort expectation,social influence,facilitating conditions and perceived risk on farmers'willingness to participate in agricultural product e-commerce and the moderating role of farmers'innovativeness were explored.A field survey was conducted to collect 451 farmer questionnaire data,and the structural equation model was used to analyze the influencing factors of farmers'participationin agricultural product e-commerce.The hierarchical regression method was used to verify the moderating role of farmers'innovativeness.The analysis results showed that performance expectation,effort expectation,social influence and facilitating conditions significantly positively affected farmers'willingness to participate in agricultural product e-commerce,while perceived risk significantly negatively affected farmers'willingness to participate in agricultural product e-commerce.Additionally,farmers'innovativeness played a moderating role in the relationship between performance expectation,social influence and perceived risk,and willingness to participate.Based on this,suggestions were put forward,such as promoting successful cases,cultivating model farmers,providing technical support and training,simplifying e-commerce platform operations,and encouraging farmers'innovative thinking.
agricultural product e-commercewillingness to participateinfluencing factorsUTAUT model
NETL
NSTL
万方数据
