Empirical Study On Acceptance Willing's Factors Of Mobile Electronic Commerce From Farmers

With the Internet technology maturing,the rapid development of e-commerce,mobile phone as the representative of the mobile e-commerce is becoming a new growth point.The development of mobile e-commerce will bring new opportunities for farmers to effectively change the traditional production and life,reduce urban-rural"information gap",but the key problem is the farmers acceptance of mobile e-commerce technology.What factors will affect the farmers to accept mobile e-commerce technology and how the relationship between these factors,which are worthy of further study.This thesis discusses the farmer's mobile e-commerce willingness to accept the main factors and farmer willingness to accept the role of mobile e-commerce path from two aspects:Main factors affecting farmers' willingness to accept mobile e-commerce is analyzed from three aspects:first,the paper uses the Logistic Regression method to analyze the farmers accept the mobile e-commerce of individual characteristics and natural resources,the study found:the individual characteristics of the age,occupation and the land size has a significant impact on the acceptance of the farmers mobile e-commerce technology,resource endowment in non-farm employment history,whether as village cadres and migrant experience also affects farmers willingness to accept mobile e-commerce;second,this paper also analyzes the farmer information Channel demand priority and influencing factors,the study found:information channel priority needs of farmers were working,township or village library,go to the market,television,radio,newspapers,agricultural associations or agricultural cooperatives,books,visiting a neighbor,the Internet,magazine,the relatives stopping,exchange of experience,business promotion or personal selling,county and township governments,village publicity,social gatherings,agricultural technology promotion department,Agricultural Fair,outings,science and technology courses,expert lectures or presentation,technology report;Third,according to the contradictions of questionnaire,the author collected the data of Statistical Yearbook,using econometric methods of Vector AutoRegression(VAR)model to analyze the relations of farmers'income and consumption expenditure,the study found that only the property income has a greater impact on farmers mobile e-commerce spending,family business income,wage income and transfer income have a weak impact on farmers mobile e-commerce spending.The paper construct conceptual models combining the methods of theoretical analysis and grounded theory to analyze the path of farmer's willingness to accept mobile e-commerce,the author designed questionnaires to collect 742 samples of data and used Structural Equation Modeling(AMOS)to test the study has found that perceived usefulness,perceived ease of use,willingness to learn,perceived value,perceived trust and the acceptance of willingness to have a higher ability to explain variance,this study also select the gender and age of these two categorical variables were studied moderating effect,the study found:Age on the perceived usefulness and perceived ease of use has a regulatory role.There are some main innovations in this paper:First,this paper used the logistic regression analysis to explain the two main factors of the individual characteristics and resource endowments of acceptance of mobile e-commerce for farmers,it found out that the age,occupation and household land scale have a significant impact on farmers to accept mobile e-commerce technology,non-agricultural employment experience,village cadres and out workers experiences also have positive and negative impact on it;this paper also analyze the information priority channel using Eviews 6 software according to 24 variables;this paper also explain and test the relationship between farmers' income and information spending using vector autoregression(VAR)model.it has found that property income has a greater impact on farmers mobile e-commerce spending,whlie family business income,wage income and transfer income have weak influence of mobile e-commerce consumer spending.Second,this paper combined the methods of theoretical analysis and grounded theory to build mobile e-commerce technology acceptance model,and collected data to empirically test the model.The technology acceptance model is too simple enough to have better explanatory power of technology acceptance model,but this model is rich.The empirical study found that perceived usefulness(R2=0.739),perceived ease of use(R2=0.674),willingness to learn(R2=0.595),perceived value(R2=0.726),perceived trust(R2=0.468)and willingness of acceptance(R2=0.666)and other variables have good explanatory power.Cross validity has a good fitting ability.Third,according to the research findings,this paper presents seven measures to promote farmers'acceptance of behaviour research and enhances the farmers'willingness to accept the mobile e-commerce.