Based on field research data in Zhanhua District,Binzhou City,Shandong Province,this study used a binary Logit model and entropy method to examine the impact of capital endowment and risk perception on the e-commerce adoption behavior of fruit farm-ers.The results indicate that capital endowments such as social capital,material capital,and cultural capital have a significant positive impact on the e-commerce adoption behavior of fruit farmers;natural risk perception has a negative impact on the e-commerce adoption behavior of fruit farmers,while market risk perception has a positive impact on the e-commerce adoption behavior of fruit farmers;natu-ral risk perception has a negative moderating effect on the impact of capital endowment on the e-commerce adoption behavior of fruit farmers,while market risk perception positively moderates the impact of capital endowment on the e-commerce adoption behavior of fruit farmers.
capital endowmentrisk perceptionagricultural product e-commercee-commerce adoption behavior
NETL
NSTL
万方数据
