基于UTAUT的农业电子商务用户使用行为研究-以珠三角为例

Research on the Behavior of Agricultural E - commerce Users Based on UTAUT - Taking Pearl River Delta as an Example

摘要:

农业的稳定和持续发展影响着中国的经济发展水平，发展农业电子商务，将有效推动农业信息化的步伐。本文以UTAUT模型为理论基础，从绩效期望，努力期望，社会影响，便利条件，信任和感知风险六个维度，构建农业电子商务用户使用行为结构方程模型，并在广东省珠三角地区展开调研，共收集有效问卷366份，利用Amos 22.0软件使用因子分析法对各影响因素进行验证分析。研究分析表明，所构建的模型中的六个维度变量皆对用户的行为有显著影响作用，最后根据验证结果提出对策建议。

Abstract:

The stability and sustainable development of agriculture affect China''s economic development level, the development of agricultural e-commerce, will effectively promote the pace of agricultural information. Based on the UTAUT model, this paper constructs the agricultural structural model of agricultural e-commerce users from the aspects of performance expectation, hard work expectation, social influence, convenience condition, trust and perceived risk, and carries on the research and research in the Pearl River Delta region of Guangdong Province, A total of 366 valid questionnaires were collected and analyzed by Amos 22.0 software using factor analysis method to analyze the influencing factors. The analysis shows that the six dimension variables in the constructed model have a significant effect on the user''s behavior. Finally, the countermeasures are put forward according to the verification results.