Research On The Influencing Factors Of Rural Residents' Acceptance Of Electronic Commerce

The Chinese government has continuously introduced policies to promote the development of rural e-commerce in recent years.China's “ No.1 Central document” from 2016 to 2018 have made the development and improvement of rural e-commerce a priority key tasks in the future.Rural e-commerce has been a major driving force in targeted poverty alleviation,rural economic liberation,and rural revitalization.With the promotion of the government,e-commerce in rural areas in China has developed rapidly,but there are still some problems.The rural residents' utilization rate of basic internet applications such as instant messaging and online entertainment is only 4 percent less than the citizens',but the difference between rural residents and citizens on the utilization rate of applications of online shopping,payment,and travel booking is up to 20 percent.The gap of e-commerce utilization between the rural and urban residents reflects the low level of acceptance of e-commerce in rural areas of China and the situation that e-commerce is not widely accepted in rural areas.Therefore,this paper explores the status quo of e-commerce acceptance of rural residents,analyzes the influencing factors of e-commerce acceptance of rural residents,and proposes an optimization strategy for e-commerce acceptance of rural residents,which is of great significance to the promotion of e-commerce by relevant departments in rural areas.Through literature research,this paper starts with a general review of e-commerce and user technology acceptance at home and abroad,and defines the concepts of rural residents,e-commerce,user acceptance behavior,and e-commerce acceptance behavior combined with the actual situation.From the view of e-commerce service and technology,user characteristic and external characteristic,we analyzed the influencing factors of rural residents' e-commerce acceptance.Then the measurement model and structural equation model about the influencing factors of rural residents' e-commerce acceptance were constructed based on theory of reasoned action,technology acceptance model,Zeithaml's perceived value theory and Sweden customer satisfaction barometer.And then,based on the nine rural countries in Guangzhou as an empirical case,extracted data from 650 valid questionnaires,made the descriptive statistical analysis on situation of rural residents' e-commerce acceptance,tested the effectiveness of the measurement model of influence factors of rural residents' e-commerce acceptance with exploratory factor analysis.Using the structural equation model to verify the path assumption relationship of rural residents' e-commerce acceptance and according to the results of hypothesis test,the rural residents' e-commerce acceptance influencing factor was revised.Finally,on the basis of the previous analysis,the paper provides rural residents' e-commerce acceptance optimization strategies.The empirical results show that,the level of rural residents' e-commerce acceptance remains relatively low.The e-commerce acceptance process of rural residents can be divided into knowledge stage,decision stage,use stage,and sharing stage.Perceived usefulness,perceived ease of use,and performance expectation positively affect rural residents' e-commerce acceptance attitude.Subjective norms and perceived value positively affect rural residents' perception of e-commerce' usefulness.Subjective norm and perceived value positively affect rural residents' perception of e-commerce usability.Subjective norm and performance expectation positively affect rural residents' perception of e-commerce value;Rural residents' e-commerce acceptance attitude positively affects e-commerce acceptance intentions.Besides,the observed variables of the influencing factors have different effects in the model.At last,the paper put forwards the optimization strategy of rural residents' e-commerce acceptance for the relevant departments form the aspects of rural residents,rural e-commerce environment,e-commerce technology and service.