THE INFLUENCING FACTORS OF CHINESE FARMERS ADOPT M-COMMERCE SERVICES: SOCIAL NETWORK PERSPECTIVE

摘要

Mobile phones have become the most important communication tools for fanners in the countryside of China. In the countryside, the M-commerce services are on the stage of rapid development while the relevant researches are still delayed. The farmers' adoption of M-commerce services is different from the traditional e-commerce; it not only concerns technical elements but also the influences of social network. Integrating the TAM and the social network theory, the paper explores the social network model of the farmers' adoption of M-commerce services. It analyzes the reliability and validity of model scale by using SPSS and checks the model hypothesis through the SEM, which proves that the influence of the social network has a vital function on the farmers' adoption behavior.