电商平台制度创新对贫困县农民的网购意愿影响研究——采用接受度与感知风险的中介作用

摘要

The research on the willingness of farmers to purchase online is more and more concerned by the business community and the academia.This paper analyzes how the mechanism innovation of electronic business platform affects the willingness of online purchasing by influencing farmers'adoption readiness and perceived risk.On the basis of an on-site questionnaire survey,832 valid samples were analyzed by SEM and bootstrap techniques.The result reveals that there are significant positive direct and indirect effects on the intention of farmers'online shopping,and the adoption readiness and the perceived risk are part of the mediating role in the online shopping intention of farmers.The indirect mediation of the adoption readiness is greater than the indirect mediation of the perceived risk.Finally,the management implications of the research results are discussed.%电商扶贫作为创新扶贫模式,不仅带动了网络创业,而且赋予贫困农民网络消费能力并改变其价值观念.文章引入农民的采用接受度与感知风险等变量,建立电商平台制度创新对农民网购意愿影响的模型,运用SEM和Bootstrap技术对回收的832份有效样本进行分析.研究表明,电商平台制度创新对农民网购意愿存在显著的直接和间接正向影响;采用接受度和感知风险在电商平台制度创新对农民网购意愿关系中分别起部分中介作用;采用接受度的间接中介作用大于感知风险的间接中介作用;因此,以农民需求为导向,创新电商平台制度,改变贫困地区农民购物习惯,推进"三农"战略深入实施.