Research On The Influencing Factors Of Diffusion Of E-Commerce Of Agricultural Product And Its Mechanism Of Firms' Performance

The e-commerce of agricultural products can break the geographical limitations of the past tangible markets,which will help reduce the intermediate links in the circulation of agricultural products,shorten the distance of agricultural products from the field to the table,help strengthen the dissemination of agricultural product market information,and expand the sales channels for agricultural products;The contradiction between "small-scale production and large markets" in agriculture,and the connection between agricultural production and market demand.However,the current situation of the value creation of e-commerce of agricultural products in our country is not optimistic.Low adoption rate and low efficiency seriously hinder the growth and sustainable development of e-commerce of agricultural products.Therefore,how to prevent the low adoption rate and low efficiency of e-commerce of agricultural products,ensure the smooth spread of e-commerce of agricultural products,and realize the value of e-commerce of agricultural products are hot topics in current research and practice.Based on the innovation diffusion theory and the TOE framework,first this article constructed a two-stage influencing factor model for the adoption and routinization of e-commerce of agricultural products from a static perspective,and analyzed the mechanism for the adoption and routinization of e-commerce of agricultural products.Secondly,from the perspective of dynamics,a model of influencing factors for assimilation of e-commerce of agricultural products based on government support scenarios was constructed;and the moderation effect of government support for assimilation of e-commerce of agricultural products was discussed;finally,a function model of the routinization of e-commerce of agricultural products on firms' performance was constructed,and the important roles of technology-organization-environment factors were analyzed.The research work and major contributions of this article focus on the following three aspects.(1)From the static perspective,the factors affecting the diffusion of e-commerce of agricultural products are analyzed,and the first(adoption)and the end(routinization)in the diffusion process are selected for research.The influence of technical factors,organizational factors and environmental factors on the adoption and routinization of e-commerce of agricultural products are analyzed separately;and through the importance-performance analysis,the most critical factor in promoting e-commerce proliferation in agricultural products is derived.Through the analysis of the differences between two stages of influencing factors in the diffusion process of e-commerce of agricultural products,it can be inferred that the focus of attention and the resources devoted to the enterprise at different stages are not the same,so that enterprises can carry out more effective resource allocation;The analysis of mediation effects of adoption of e-commerce of agricultural products can further reveal the mechanism of the routinization of e-commerce of agricultural products;and the importance-performance analysis of the influencing factors of diffusion behavior of e-commerce of agricultural products is of vital practical significance for promoting the adoption and routinization of e-commerce of agricultural products.(2)From a dynamic perspective,the influencing factors of assimilation of e-commerce of agricultural products are explored,and to analyzes technical factors(relative advantage and complexity),organizational factors(technology infrastructure,absorptive capacity,and logistics abilities),and environmental factors(competitive pressure and market uncertainty).The mechanism of the impact of assimilation of e-commerce of agricultural product,and discussed the role of government support in the assimilation of e-commerce of agricultural products.The results of the study indicate that government support will slow down the impediment of complexity to the assimilation of e-commerce of agricultural products,but it will also weaken the role of logistics ability and competitive pressures in promoting the assimilation of e-commerce of agricultural products.This has important implications for government intervention of applications of e-commerce of agricultural products.(3)Finally,from the perspective of e-commerce diffusion of agricultural products,the relationship between routinization of e-commerce of agricultural products and firms' performance is analyzed,mainly to explore the impact of routinization of e-commerce of agricultural products on firms' financial performance and non-financial performance,and the impact of this relationship on technology-organization-environment.The empirical research results show that the relative advantage and top management support have a moderation effect on the relationship between the routinization of e-commerce of agricultural products and firms' financial performance and non-financial performance.The regulatory environment has a relationship between the routinization of e-commerce of agricultural products and the non-financial performance of enterprises.The moderation effect provides a strong basis for explaining the difference between high and low performance of e-commerce applications in agricultural products.