Research On The Influence Factors Of Farmers’ Acceptance Of Electronic Commerce Technology

At present, China’s rural economic development has entered the market, urbanization, information technology of the development process of "three integration", while e-commerce has developed rapidly in the city. However, in the vast rural areas of China, the development of e-commerce technology is still to be enhanced in the further. Due to lack of market information, are likely to result in the contradiction between the supply of agricultural products and market demand.There is significant to develop rural e-commerce for rural economic development,being full use of agricultural resources, increasing farmers’income. With the rapid growth of e-commerce transactions in Fujian, e-commerce platform has gradually formed a regional, integrated. It also covers various fields and the development trend showing clustering. According to Chinese domain site statistics show that at present the province’s total number of domain names related to electronic commerce among the nation’s fifth network operators, the development of Index ranks sixth. The development of cross-border e-commerce in particular, Fujian province is the export of China’s fastest growing cross-border e-commerce center,which annual turnover realized an increase of 76.1% in 2014.Fujian as an agricultural area with the development of comprehensive and more integrated features, the rapid development of modern agriculture, having many advantages of e-commerce in agricultural conditions.Based on reviewing the relevant literature of the Theory of Reasoned Action (TRA), the Theory of Planned Behavior(TPB) and the Technology Acceptance Model(TAM). It Stands on the perspective of farmers,using the TAM and basing on the questionnaire of related variables in other scholars, this paper sets up a good questionnaire to obtain the data of the paper by using Seven Likert Scale. It use SPSS software to describe statistical analysis, reliability and validity of the samples and variables to study the influence factors of farmers to accept the e-commerce model. Finally, it bases on the conclusion of the empirical analysis and puts forward constructive suggestions in order to help farmers to use e-commerce to promote the development of e-commerce in rural areas.This study to build theoretical model and research design with using TAM and combining with other scholars literature related to the design of the questionnaire. It also set the research variables and independent variables. The research results are as follows:Perceived Ease of Use and Perceived Usefulness significantly affect Attitude; Subjective Norms, Perceived Net Benefit and Attitude significantly affect Willingness to Use; Perceived Usefulness significantly affect Perceived Net Benefit; Self-efficacy significantly affect Perceived Ease of Use.