农村居民农资产品网购意愿影响因素及路径——基于17个省农村居民的调研数据
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辽宁工程技术大学营销管理学院

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基金项目:

国家自然科学基金项目(71172218);国家社会科学基金项目(19BGL108)


Influencing factors and paths of rural residents’ willingness to shop online for agricultural inputs: Based on a survey data of farmers in 17 provinces
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School of Marketing Management, Liaoning Technical University

Fund Project:

National Natural Science Foundation of China (71172218); National Social Science Foundation of China (19BGL108).

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    摘要:

    农村居民农资产品网购意愿是国家引导农村农资电商市场合理有序发展的重要依据,对农业现代化建设具有指导意义。基于技术接受模型理论,利用17个省农村居民的调研数据,采用结构方程法和分层回归法,从个体、系统和环境三个角度,分析农村居民农资产品网购意愿,探讨农村居民农资产品网购意愿的影响因素及路径。结果表明,47.9%的农村居民对农资产品网购消费形式了解程度较低,仅有18.7%的农村居民有强烈的网购意愿。其中,感知风险对农村居民农资产品网购意愿存在显著的抑制作用,主要原因是农村居民网购经历少与经验不足致使其对网络消费存在抵触心理;网站服务质量和主观规范对农村居民网购意愿存在显著的促进作用;初始信任在感知风险、网站服务质量和主观规范对农村居民农资产品网购意愿影响过程中起中介作用,初始信任的形成有助于提升农村居民农资产品网购意愿;种植规模和种植经验在上述影响关系中起交互调节作用,即对不同种植规模和种植经验的农村居民而言,感知风险、网站服务质量和主观规范对其农资产品网购初始信任的影响存在显著差异。因此,电商企业应分层次有针对性的拓展农村电商市场,降低农村居民农资产品网购的感知风险,提高网站服务质量,建立良好口碑,进而增强农村居民农资产品的网购意愿。

    Abstract:

    Rural residents’ willingness to shop online for agricultural inputs is an important basis for our country to guide the rational and orderly development of e-commerce market for rural agricultural input, which plays a significant role in the construction of agricultural modernization. Based on the theory of technology acceptance model and a survey data of rural residents in 17 provinces, this paper adopted the structural equation model and the hierarchical regression method to analyze rural residents’ willingness to shop online for agricultural inputs and the driving factors. Results show that 47.9% of rural residents do not know much about the forms of agricultural inputs online shopping, and only 18.7% of rural residents have strong willingness of online shopping. Perceived risks have significant inhibitory impacts on rural residents’ willingness to shop online for agricultural inputs. This is because rural residents have little experience of online shopping, leading to their resistance of online shopping. In addition, website service quality and subjective norms play significant roles in promoting rural residents’ willingness to shop online. Initial trust plays a mediating role in the relationship among perceived risks, website service quality, subjective norms, and rural residents’ online shopping intention of agricultural inputs. Initial trust could enhance the willingness of rural residents to shop online for agricultural inputs. In addition, farm scale and farming experience play a moderating role in the above relationship. In conclusion, this paper provides the following suggestions for those e-commerce enterprises: expanding the rural e-commerce market at different levels, reducing the perceived risks for rural residents’ online shopping for agricultural inputs, improving the quality of website services, establishing a good reputation, and enhancing rural residents’ willingness to shop online for agricultural inputs.

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引用本文

李宝库,郑伟. 农村居民农资产品网购意愿影响因素及路径——基于17个省农村居民的调研数据[J]. 农业现代化研究, 2021, 42(5): 919-929
LI Bao-ku, ZHENG Wei. Influencing factors and paths of rural residents’ willingness to shop online for agricultural inputs: Based on a survey data of farmers in 17 provinces[J]. Research of Agricultural Modernization, 2021, 42(5): 919-929

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  • 收稿日期:2020-12-10
  • 最后修改日期:2021-04-20
  • 录用日期:2021-04-22
  • 在线发布日期: 2021-09-27
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