Farmers’ participation intention of e-commerce and and its influencing factors in poor areas——based on the planning behavior theory
Gao Gongbu, Gu Jiangqiang
Abstract:Under the development trend of “Internet +”, e-commerce poverty alleviation has become a new way to promote the implementation of China’s targeted poverty alleviation strategy and improve the effectiveness of poverty alleviation. Based on the planning behavior theory and the multi-group structure equation, the main factors influencing the participation intention of rural households in poor areas are analyzed. The results show that farmers’ behavior attitude, subjective norms and perceived behavior control are the main factors influencing their participation in e-commerce. It is found that there are some differences in subjective norms and perceived behavioral control between farmers whose revenue structure are different.
Keywords: e-commerce; farmer’s participation; theory of planning behavior; multi-group analysis
关键词 电子商务 农户参与 计划行为理论 多群组结构方程
社会科学理论与实践Theory and Practice of Social Science，第1卷第2期Volume1, No.2，P17-22，Published on December 31, 2019.