新型职业农民参与农村电商发展意愿研究  

Research on the Willingness of New Professional Farmers to Participate in Rural E-commerce Development

作　　者：赖玲玲(译)[1] 彭丽芳[2] LAI Lingling;PENG Lifang

机构地区：[1]厦门城市职业学院 [2]厦门大学

出　　处：《价格理论与实践》2022年第7期122-125,203,共5页Price:Theory & Practice

基　　金：2021年度福建省中青年教师教育科研项目“乡村振兴背景下新型职业农民参与农村电商发展的意愿及胜任力研究”(项目编号:JAS21597)的阶段性成果

摘　　要：新型职业农民是乡村振兴、发展现代农业的生力军,调动他们积极参与农村电商发展,有利于解决农村电商人才缺乏的问题,促进农村电商的发展。本文以理论研究为基础提出研究假设,通过结构方程模型拟合和研究假设验证,构建新型职业农民参与农村电商发展意愿影响因素的结构方程模型。研究结果表明:新型职业农民对农村电商的感知有用性、感知易用性、期望确认度和行为态度正向影响其参与意愿;对农村电商的感知风险和感知成本负向影响其参与意愿。基于结论,从树立农村电商带头人典型、加强新型职业农民的电商培育、增强农村电商氛围营造和落实配套服务等方面提出建议。New professional farmers are the new force of rural revitalization and modern agriculture development,mobilizing them to actively participate in rural e-commerce development is conducive to solving the shortage of rural e-commerce talents and promoting rural e-commerce development.Based on the theoretical research,the research hypothesis is put forward,through structural equation model fitting and research hypothesis verification,this paper constructs a structural equation model of the influencing factors of new professional farmers'willingness to participate in rural e-commerce.The results show that the perceived usefulness,perceived ease of use,expectation confirmation and behavior attitude of new professional farmers have positive affection on their willingness to participate in rural e-commerce.The perceived risk and perceived cost of new professional farmers have negative affection on their willingness to participate in rural e-commerce.Based on the conclusions,this paper puts forward the following suggestions:establishing the model of rural e-commerce leaders,strengthening e-commerce cultivation for new professional farmers,enhancing rural e-commerce atmosphere and the implementation of supporting services.

关 键 词：新型职业农民 农村电商 乡村振兴 

分 类 号：F724.6[经济管理—产业经济] F323.6