Study On Acceptance Influencing Factor Of E-commerce Platform Of New Agricultural Operation Subjects In Zhangqiu District

New agricultural operators play an important role in promoting rural revitalization and agricultural and rural modernization.Scientific and precise selection of e-commerce platforms for new agricultural operating entities can enhance the economy and convenience of agricultural and sideline product trading,greatly improve economic benefits,and promote the high-quality development of new agricultural operating entities.This study focuses on the use of e-commerce platform for new agricultural operating entities in Zhangqiu District,Jinan City,aiming to find a new way to develop and expand rural economy through e-commerce platform,builds a bridge between new agricultural operating entities and the market,and provides comprehensive theoretical support for the selection of agricultural e-commerce by new agricultural operating entities in Zhangqiu District,Jinan City.Based on the customer value theory,technology acceptance model,industrial organization theory and long tail theory,the relationship between the functionality,efficiency,accuracy,economy and choice intention of the e-commerce platform for agricultural and sideline product trading is constructed through literature review,and the research hypothesis and research model are formed.The intention to use and choice of e-commerce platform for new agricultural business entities was comprehensively analyzed.In addition,the research model and questions expressed in questionnaires were modified through pre-survey interviews,and the depth of the research was strengthened through interviews in the process of questionnaire survey distribution,so as to ensure the rigor of the research conclusions.The questionnaire survey method based on quantitative research was used to carry out reliability analysis,validity analysis,descriptive statistical analysis,factor analysis and correlation analysis for valid questionnaires.The research hypothesis and research model were verified by structural equation model.The study found that the development of Zhangqiu District’s e-commerce platform is relatively standardized,Jingdong,Pinduoduo,Taobao and other large e-commerce platforms were utilized at a high rate,but the local e-commerce platform started late,the coverage rate is low,and the influence needs to be improved.Through the questionnaire statistical analysis of the individual differences in the factors affecting the selection of e-commerce platform from the aspects of age,gender,education,scale,income,etc.,the respondents’ realistic performance in the innovative function of the platform,the rapid response to the late service of the platform,the platform of keeping faith and keeping promises,the platform of information protection and other aspects failed to meet expectations.Based on the structural equation model test and verification research hypothesis,function,convenience and high efficiency have strong positive promoting effects on transaction accuracy,and transaction accuracy,transaction security and transaction economy have strong positive promoting effects on choice intention.Select e-commerce platform according to the main influencing factors: First,strengthen the role of e-commerce platform to help the high-quality development of agriculture in Zhangqiu District;Secondly,it is necessary to support large brand e-commerce platforms to ensure accuracy,safety and economy;Finally,in order to ensure the functionality,convenience and efficiency of the platform,it is also urgent to build an e-commerce platform adapted to the new local agricultural business entities.According to the research conclusion,the following countermeasures are drawn: First,the choice of e-commerce platform is optimized according to the difference.First of all,the young and middle-aged as the main body to drive the older and elderly users;Secondly,enhance the leading role of e-commerce demonstration;Finally,do a good job in learning and innovation,and enhance the scientific selection of e-commerce platforms.Second,play the role of government funding support,talent security and policy norms in platform selection.First of all,establish and improve various incentive policies,increase financial support;Secondly,expand the professional knowledge and skills training,expand the professional talent reserve;Finally,improve the evaluation mechanism,optimize the selection of resources.