Research On The Factors Influencing The Adoption Willingness Of Agricultural Products E-commerce Of New Agricultural Operators

In recent years,with the strong support of the party and government,rural e-commerce has developed rapidly.However,at the same time,agricultural products e-commerce sales are less than one-fifth of the retail sales of rural e-commerce,and the development of agricultural products e-commerce is not optimistic.The development of agricultural products e-commerce plays a very important role in promoting the transformation of rural economy,promoting agricultural supply-side reform and realizing rural rejuvenation.As a producer of agricultural products and an important participant in the circulation of agricultural products,the new agricultural operators' acceptance of agricultural products e-commerce is the key to the development of agricultural products e-commerce,but at present,most new agricultural operators prefer an offline sales model,which does not contribute much to the sales of agricultural e-commerce.Therefore,what are the common factors that affect the willingness of new agricultural operators to adopt e-commerce,for which there are few related studies.In this context,this article discusses the influencing factors of new agricultural operators' willingness to adopt agricultural products e-commerce.Through a systematic review of domestic and foreign research literature,based on the UTAUT theory,this paper introduces gender experience,attitude and other moderating variables to build a theoretical model.Aiming at this model,the questionnaire design of this research was completed on the basis of the maturity scales studied by previous scholars,and 249 valid data were obtained through online questionnaires as the sample of this research.SPSS21.0 and AMOS20.0 software were adopted to analyze the data.The obtained data is analyzed and the hypotheses proposed are verified.Research shows that performance expectations,pay expectations,and social influences all have a positive impact on the willingness of new agricultural operators to adopt e-commerce,while convenience conditions have a direct effect on the adoption of new agricultural operators' e-commerce;gender has no significant moderating effect on the model,while experience and attitude have significant moderating effect on the model.Based on the above analysis results,in order to increase the adoption of agricultural products e-commerce by new agricultural operators,this article makes the following suggestions: strengthen the support of agricultural products e-commerce,improve the e-commerce perception experience of operators;build a talent network of operators,and jointly promote e-commerce adoption willingness;improve the infrastructure construction of agricultural products e-commerce,optimize the environment for agricultural products e-commerce promotion;pay attention to the differences between operators,and treat the operator groups differently.Finally,the shortcomings of this research and future research prospects are put forward.