贫困地区农户电子商务参与意愿及影响因素—基于计划行为理论视角

Farmers' participation intention of e-commerce and and its influencing factors in poor areas-based on the planning behavior theory

高功步(Gao Gongbu) ； 顾建强(Gu Jianqiang)

《社会科学理论与实践》 1卷2期 (2019/12) Pp. 17-22

https://doi.org/10.6914/TPSS.201912_1(2).0003

摘要

在“互联网＋”的发展趋势下，电商扶贫己成为推动我国精准扶贫战略实施、提升扶贫开发工作成效的一个新的方式。基于计划行为理论和多群组结构方程，分析贫困地区农户电子商务参与意愿的主要影响因素。研究结果表明农户行为态度、主观规范、感知行为控制是影响农户电子商务参与的主要因素。以农户农业收入为调节变量进行多群组分析发现，收入结构对农户主观规范和感知行为控制影响机制方面有一定的差异。

關鍵字

电子商务 ； 农户参与 ； 计划行为理论 ； 多群组结构方程

並列摘要

Under the development trend of ＂Internet +＂, e-commerce poverty alleviation has become a new way to promote the implementation of China's targeted poverty alleviation strategy and improve the effectiveness of poverty alleviation. Based on the planning behavior theory and the multi-group structure equation, the main factors influencing the participation intention of rural households in poor areas are analyzed. The results show that farmers' behavior attitude, subjective norms and perceived behavior control are the main factors influencing their participation in e-commerce. It is found that there are some differences in subjective norms and perceived behavioral control between farmers whose revenue structure are different.

並列關鍵字

e-commerce ； farmer's participation ； theory of planning behavior ； multi-group analysis