Research Of Forest Products Social E-Commerce Based On Adoption Perspective

As a traditional industry, Although the forestry modernization has made certain achievements, but still in the low speed level in the electronic commerce compared with other industries. With the popularization of Internet and Mobile Internet, the birth of social network has created a "Social Phenomenon" which injected new vitality into the development of electronic commerce as well as provided a new chance of forest product electronic commerce.Based on the forest farmers’ perspective, this paper discussed how to develop the forest product e-commerce in the trend of social. Firstly, this research started with the analysis of information technology adoption related theory by the method of literature reading, and proposed an adoption model of selling non-wood forest products by e-commerce for forest farmers which the perceived trust factor was added to as an external variable of TAM model. Secondly, the research team conducted a field research in the Sanming city, Fujian province and collected the sample data, and then established a SEM with the AMOS software to validate the model assumptions. Thirdly, following the adoption result, we found that the traditional e-commerce model were not suitable for the forest farmers, so the author combined C2C with O2O pattern based on the idea of "forest products+Social+C2C+O2O", and put forward the FPSEC pattern (Forestry Product Social E-Commerce) for the regional sales of forest products. At last, the author gave some suggestions and feasibility analysis of the FPSEC pattern.