Research on Influencing Factors of Farmers'Participation Behavior in Live Streaming E-Commerce Based on UTAUT Model
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.
live streaming e-commercefarmer participation behaviorUTAUT model
万方数据
维普
