Research On Perceived Effectiveness Evaluation And Influence Mechanism Of Partners In Rural E-Commerce Service Stations

The report of the 20 th National Congress of the Communist Party of China proposed to speed up the building of an agricultural country,give priority to the development of agriculture and rural areas,and strengthen the construction of "the last kilometer" village logistics.Rural e-commerce service station as the end of the national e-commerce into rural comprehensive demonstration project,its operation efficiency has a crucial impact on the construction of comprehensive demonstration project.During the construction and operation of rural ecommerce service stations,the perceived effectiveness of partners is also the degree to which partners achieve the target of site operation efficiency.The communication between partners,the government,the third-party bid-winning company and villagers has a certain impact on the perceived effectiveness of partners.Therefore,in order to promote the efficient operation of rural e-commerce service stations in the construction of rural revitalization,it is of great significance to explore the formation mechanism of perceived effectiveness of partners of service stations.From the perspective of rural e-commerce service station partners,this paper focuses on the perceived effectiveness of rural e-commerce service station partners.After reviewing relevant literature and theoretical basis,based on the social network theory,TOE theory and resource preservation theory,according to the function positioning defined in Rural Ecommerce Service Specifications issued by the Ministry of Commerce,combined with the development differences and their own characteristics of rural e-commerce service stations in different counties of Anqing City,five criteria layers are selected to reflect the perceived effectiveness of partners of rural e-commerce service stations: A comprehensive evaluation system for perceived effectiveness of partners of rural e-commerce service stations in Anqing City was constructed,including household publicity,agent buying,convenience service,entrepreneurship service,production service and 14 observation variables.Field investigation method was used to investigate Qianshan Hemu Logistics Co.,LTD.,and in-depth interviews were conducted with partners of several village-level rural e-commerce service stations in Huining County.At the same time,based on the survey data of 362 rural e-commerce service stations in various counties of Anqing City,a theoretical model including social relationship network,career attitude,perceived efficacy and performance expectation is constructed.Descriptive statistics,reliability and validity analysis,common method deviation analysis,correlation analysis and regression analysis are adopted.The internal influence mechanism of perceived effectiveness of partners in rural e-commerce service stations is discussed.The results show that the stronger the partner’s social network,the stronger the partner’s perceived efficacy and professional attitude;The higher the partner’s professional attitude,the higher the perceived efficacy;Occupational attitude plays a mediating role between social relationship network and perceived efficacy.Performance expectation positively moderates the effect of social network on perceived efficacy through occupational attitude.The contribution of this paper is as follows: from the theoretical level,it expands the research scope of rural e-commerce,explores the internal influence mechanism of perceived effectiveness of partners of rural e-commerce service stations,and defines the organization and evolution law of rural e-commerce public service network,which is conducive to the rapid development of rural e-commerce,comprehensive promotion of rural revitalization and rural digital development.In terms of practical guidance,it is helpful for relevant departments and enterprises to improve the site management scheme,promote the improvement of site efficiency,and provide inspiration for the long-term operation mechanism of rural e-commerce service stations.