农村专业大户电子商务技术采纳意愿影响因素研究

大力发展电子商务技术是更好解决“三农”问题,全面推进乡村振兴,促进农村产业兴旺,巩固脱贫攻坚成果的重要环节和抓手。本文以江西省240个农村专业大户为研究样本,运用结构方程模型对影响农村专业大户电子商务采纳行为的主要因素进行实证研究。结果表明:感知的有用性、感知的易用性、自我效能、网络外部性会对农村专业大户采纳电子商务技术产生影响,且均具有显著的正向作用。因此,必须从电子商务平台技术、农户自身认知和农村电子商务使用环境等方面加以引导,提供政策、资金、人才等方面的支持,以此来促进电子商务技术在农村地区的发展,推进乡村振兴战略的实施。

Research on Influencing Factors of E-commerce Technology Adoption Willingness of Large Rural Professionals

Vigorously developing e-commerce technology is an important link and starting point to better solve the problems of"agriculture,rural areas and farmers",comprehensively promote the rural revitalization,promote the prosperity of rural industries,and consolidate the results of poverty alleviation.This paper takes 240 large rural professional households in Jiangxi Province as the research sample,and uses the structural equation model to conduct empirical research on the main factors affecting the adoption of e-commerce by large rural professional households.The results show that:perceived usefulness,perceived ease of use,self-efficacy,and network externalities will affect the adoption of e-commerce technology by large rural professionals,and all have significant positive effects.Therefore,to promote the development of e-commerce technology in rural areas and promote the implementation of the rural revitalization strategy,it is necessary to guide e-commerce platform technology,farmers'self-cognition,and rural e-commerce use environment,and provide support in policies,funds and talents.