农民合作社电商采纳行为分析——基于整合的技术采纳模型  

Analysis of e-commerce adoption behaviors of farmers' cooperatives:Based on an integrated technology adoption model

作　　者：王孝璱 崔宝玉[2] WANG Xiao-se;CUI Bao-yu(School of Economics and Management,Anhui Agricultural University,Hefei,Anhui 230036,China;China Center for Research on Problems of“San Nong”,Anhui University,Hefei,Anhui 230039,China)

机构地区：[1]安徽农业大学经济管理学院,安徽合肥230036 [2]安徽大学中国三农问题研究中心,安徽合肥230039

出　　处：《农业现代化研究》2023年第2期316-327,共12页Research of Agricultural Modernization

基　　金：国家自然科学基金项目(72173001);安徽农业大学科研项目(yj2022-43);教育部人文社科规划基金项目(21YJA790012)。

摘　　要：农民合作社电商采纳在农业农村数字化和高质量发展中发挥重要作用。基于技术接受模型(TAM)和技术—组织—环境模型(TOE)的整合框架,利用安徽省农民合作社调研数据,运用Heckman模型,分析农民合作社电商采纳选择和采纳程度的影响因素,探讨其提升路径。结果表明,合作社电商采纳行为的概率有待提高,仅有24%的合作社选择电商采纳,且其电商采纳程度均值为33.8%。技术因素中,感知有用性和感知易用性显著正向影响合作社电商采纳选择和采纳程度,感知风险显著负向影响合作社电商采纳选择和采纳程度。组织因素中,只有土地规模、高层支持显著正向影响合作社电商采纳选择,产业类型显著正向影响合作社电商采纳程度。环境因素中,合作者支持显著正向影响合作社电商采纳选择和采纳程度,而政府支持的影响不显著。据此,提出构建“普及—完善—保障”三级电商技术应用推广体系、“引—育”结合的合作社人才培养体系、“设施建设、平台搭建、政策支持”的外部环境保障体系等政策建议,助力合作社数字化转型和电商化改造。E-commerce adoption by farmers' cooperatives plays an important role in the digitization and highquality development of agricultural and rural areas.Based on the integration framework of the technology acceptance model(TAM) and the technology-organization-environment model(TOE),this paper uses the survey data of farmers' cooperatives in Anhui Province and the Heckman model to analyze the factors influencing the selection and adoption degree of farmers' cooperatives' e-commerce adoption and discusses their promotion path.Results show that the probability of e-commerce adoption by cooperatives needs to be improved.Only 24% of cooperatives choose e-commerce adoption,and the average degree of e-commerce adoption is 33.8%.Among the technical factors,perceived usefulness and perceived ease of use imposes significant positive influences on the selection and degree of adoption of cooperative e-commerce,while perceived risk imposed significant negative influences on the selection and degree of adoption of cooperative e-commerce.Among the organizational factors,only land scale and high-level support have significant positive impacts on the adoption of cooperative e-commerce,while industry type has a significant positive impact on the adoption degree of cooperative e-commerce.Among the environmental factors,cooperator support has a significant positive impact on cooperative e-commerce adoption choice and adoption degree,while government support has no significant impacts.Accordingly,to promote the digital transformation and e-commerce transformation of cooperatives,this paper suggests to construct a three-level e-commerce technology application and promotion system of “popularityconsumption-guarantee”,a cooperative talent training system combining “introduction and education”,and an external environment guarantee system of “facility construction-platform construction-policy support”.

关 键 词：农民合作社 电商 采纳行为 技术采纳模型 Heckman模型 影响因素 

分 类 号：F321.42[经济管理—产业经济] F724.6