Research On The Factors Of Guizhou's Agricultural Product Distributors' Adoption Attitude Towards Agricultural Product E-commerce

China is a big agricultural country,the Three Rural Issues has become an important issue of our country.And agricultural products as a essential of the Three Rural Issues,the importance to solve the Three Rural Issue is self-evident.According to early statistics,over 70% of agricultural products were sold through wholesale market,while in 2017,the Ministry of Commerce statistics show that by the end of2016,China still has nearly 70% of agricultural products should be carried out through wholesale market of agricultural products.So we can conclude that the wholesale market of agricultural products is an important part in the circulation chain of agricultural products in China.Therefore,the development of agricultural products wholesale market determines the development of agricultural products and the solution of the Three Rural Issues.In recent years,e-commerce has developed fast.The development of e-commerce has impacted the traditional industry a lot,and is continue penetrating into the traditional industry.At the end of 2012,the proposing of "Internet +" has accelerated the integration between e-commerce and traditional industries,and also create several new industries,such as Didi,Meituan and so on.E-commerce has the abilities of unlimiting time and space,increasing trade opportunities,reducing transaction costs,simplifying the transaction process,improving transaction efficiency and other functions gives a new way to solve problems of agricultural products such as shorting circulation and reducing trade links.For the first time of proposing "strengthening the construction of e-commerce platform for agricultural products " in the central document in 2014,more and more enterprises began to jump into the development of agricultural e-commerce.Among them both profession agricultural products e-commerce websites such as benlai.com and tootoo.cn and some large-scale e-commerce platform providers such as Ali,Jingdong,SF are taking part in the agricultural e-commerce.And in recent years the amount of agricultural products trade by e-commerce is increasing,we can conclude that agricultural e-commerce has become a development trend.As an important part of traditional circulation of agricultural products,the agricultural products wholesale market plays an important role in the agricultural products e-commerce.It is crucial that promoting the development of argiculturale-commerce of agricultural products through agricultural products wholesale market.With the research of the relevant research we have found that the majority of scholars give agricultural e-commerce a high recognition,they think that it has played a important role in agricultural trade.Some scholars have studied about the agriculture products in the sight of farmers and agriculture-related enterprises.But fewer scholars have studied on the point of the adoption factors of the agricultural products dealers.Therefore,according to the relevant theories at home and abroad,based on the high credibility of the technology acceptance model,combining with the main impact factors of the agricultural dealers' adoption of e-commerce,this paper constructs the agricultural products dealer adopt e-commerce model.The dealers who are in the agricultural products wholesale markets in Guiyang are investigated.With the use of statistical analysis software to analyze the questionnaires,the final conclusions are as the following: perceived usefulness,perceived ease of use,network experience,trust are positively correlated with adoption of agricultural e-commerce,perceived risk is negatively correlated with adopt attitude,the network experience is positively correlated with perceived usefulness,perceived ease of use and it also have negative effect on perceived risk relevance,perceived ease of use and perceived usefulness were positively correlated,and perceived trust was negatively correlated with perceived risk.At the same time,with the factors of contacted network time,online shopping experience,age and so on,using the cluster analysis,this paper gets two different types of dealers.With the conclusion of this study,some suggestions are putting forward to develop the agricultural products e-commerce in the wholesale market of agricultural products.