With the vigorous development of digital economy and Internet technology,live streaming e-commerce is gradually becoming the preferred sales model for farmers.Based on 350 effective questionnaires from farmers in Shexian County,this paper constructs a structural equation model using UTAUT theory to deeply analyze the influencing factors of farmers'participation behavior in live streaming e-commerce.The results show that performance expectation,effort expectation and social influencing factors significantly positively affect the e-commerce participation intention of farmers in Shexian County,and then through the mediating role of participation intention and promoting factors,the live e-commerce behavior of farmers in Shexian County is influenced.Based on this,it is necessary to deepen the cognition of live streaming e-commerce performance in farmers,optimize its operation process,expand its influence in society,and improve relevant promoting factors,so as to help the prosperity of rural economy and better promote the realization of rural revitalization.
关键词
直播电商/农户参与行为/UTAUT模型
Key words
live streaming e-commerce/farmer participation behavior/UTAUT model
维普
万方数据