家庭农场主参与新媒体营销能力提升及培训影响因素研究——依据技术采纳模型和计划行为理论的实证分析  

Research on the Influencing Factors of Family Farmers Participating in New Media Marketing Ability Promotion Training——Based on TAM Model and TPB Theory

作　　者：张默 ZHANG Mo(Institute of Higher Edncation,Shenyang Agriculture University,Shenyang 110161,Liaoning Province,China)

机构地区：[1]沈阳农业大学高等教育研究所,辽宁沈阳110161

出　　处：《沈阳农业大学学报（社会科学版）》2022年第4期412-419,共8页Journal of Shenyang Agricultural University(Social Sciences Edition)

基　　金：辽宁省教育厅科学研究项目“家庭农场主新媒体营销能力提升及支持政策研究”(WSNQN202030);辽宁省教育厅科学研究项目“辽宁乡村振兴农业科技支撑体系研究”(WSNJC202031);辽宁省经济社会发展研究课题“乡村振兴背景下辽宁新型农村科技人才培育路径研究”(2023lslybkt-100)

摘　　要：家庭农场是农村经济活动的重要主体,家庭农场主是家庭农场是否采纳网络营销的最终推动者,家庭农场主采纳新媒体营销的决策取于新媒体营销的态度和意向的影响。应用Logistic二元回归分析影响家庭农场主新媒体营销能力及培训意愿的因素。研究结果显示个人禀赋中的性别、文化程度是影响家庭农场主新媒体营销能力提升和参与培训的重要因素;是否会使用电脑等知识技术能力影响家庭农场主新媒体营销能力提升意愿;对新媒体营销风险等感知能力也直接影响新媒体营销采纳意愿;是否有培训经历并不能成为继续参与培训的动力,也可能由于培训效果与预期的差距而带来负影响。提出家庭农场主新媒体营销能力培训措施,即促进电商平台与家庭农场联合,提高应对风险能力,强化家庭农场主新媒体营销的实际需求,优化培训内容,确保培训工作的精准性等对策建议。The family farm is the main body of the rural economic activities,the family farmer is the ultimate promoter whether the family farm adopts the network marketing or not,and the decision of family farmers to adopt new media marketing depends on the attitude and intention of new media marketing.Logistic binary regression analysis was used to analyze the factors influencing family farmers’new media marketing ability and training willingness.The results showed that gender and education level of individual endowment are important factors influencing family farmers’ability of new media marketing and participation in training Whether the ability of using computer and other knowledge and technology will affect the willingness of family farmers to improve their new media marketing ability,and the ability of perception of new media marketing risk will also directly affect their willingness to adopt new media marketing The lack of training experience can not be the motivation to continue to participate in training,but may also have a negative impact due to the difference between the training results and expectations.This study puts forward measures for new media marketing ability training of family farmers,including promoting e-commerce platform and family farms,improving the ability to cope with risks,strengthening the actual needs of family farmers new media marketing,and optimizing the training content,to ensure the accuracy of training.

关 键 词：家庭农场主 新媒体营销能力 培训 影响因素 

分 类 号：F324.1[经济管理—产业经济] G206[文化科学—传播学]