Research on Farmers' Adoption Intention to E-Commerce of Agricultural Products Based on UTAUT Model

Abstract

In order to improve the predicament of low e-commerce adoption rate in rural areas, it is necessary to study the influence mechanism of farmers' agricultural products e-commerce adoption. Introduce the two variables of perceived risk and human resources, construct an extended integrated theory of acceptance and use of technology (UTAUT), the data of farmers were obtained through field surveys in X County, Hunan Province, and structural equations models were used to test hypotheses. The results show that performance expectations, social influence, and human resources significantly positively affect farmers' adoption intention to e-commerce of agricultural products, perceived risks negatively affect farmers' adoption intention to agricultural products e-commerce, convenience conditions and adoption intention significantly positively promote farmers' adoption of agricultural products e-commerce. It is proposed that infrastructure construction should be strengthened, farmers' awareness of e-commerce and e-commerce skills should be improved, and suggestions for fostering and supporting E-commerce newcomers. The above results provide policy guidance basis for promoting the development of agricultural products e-commerce.