基于农业生产组织视角的西部地区农产品电商平台的使用意向研究

基于理性行为理论、扩展的技术接受模型构建概念模型，分析西部地区农业生产组织对农产品电商平台的使用意向及其影响因素。研究证实感知有用性对电商平台使用态度的正向影响最大，政府支持次之，感知成本负向影响较小；感知易用性对使用态度没有显著的正向影响；使用态度对使用意向的正向影响起到主要作用，政府支持起到辅助作用；使用态度均在各变量之间起到中介作用，感知有用性在感知易用性和使用态度的相互作用中具有显著的中介效应；政府支持对行为意向具有直接和间接的双重效应，而感知易用性能够通过感知有用性和使用态度的双重中介作用对行为意向产生显著影响。据此提出相应的管理策略，以有效提高农业生产组织使用电商平台的意愿、推动电子商务助力乡村产业振兴，突破西部地区农产品电商发展的瓶颈。

Research on the Use Intention of Agricultural Products E-commerce Platform in Western China from the Perspective of Agricultural Production Organizations

Based on the rational behavior theory and the extended technology acceptance model, a conceptual model is constructed to analyze the use intention of agricultural production organizations in the western China and its influencing factors on e-commerce platforms for agricultural products. The research confirms that perceived usefulness has the greatest positive impact on the attitude of using e-commerce platforms, followed by government support, and the perceived cost has the least negative impact; Perceived ease of use has no significant positive effect on attitude towards use; Attitude to use plays a major role in the positive impact of intention to use, and government support plays an auxiliary role; Attitude to use plays an intermediary role among variables, and perceived usefulness has a significant intermediary effect in the interaction between perceived usability and attitude to use; Government support has both direct and indirect effects on behavioral intention, and perceived usability can have a significant impact on behavioral intention through the dual mediation of perceived usefulness and attitude towards use. Based on this, the corresponding management strategies are put forward to effectively improve the willingness of agricultural production organizations to use e-commerce platform, and promote e-commerce to help rural industries revitalize, and break through the bottleneck of e-commerce development of agricultural products in the western region.