湖北农业科学 ›› 2023, Vol. 62 ›› Issue (7): 229-234.doi: 10.14088/j.cnki.issn0439-8114.2023.07.037

• 经济·管理 • 上一篇    下一篇

基于SEM的新农人农村电商创业影响因素研究

国甜甜, 王慧   

  1. 青岛农业大学经济管理学院,山东 青岛 266109
  • 收稿日期:2023-04-07 出版日期:2023-07-25 发布日期:2023-08-15
  • 通讯作者: 王 慧(1980-),女,山西临汾人,副教授,主要从事农村电子商务、网络经济研究,(电子信箱)spring_wh@126.com。
  • 作者简介:国甜甜(1995-),女,山东泰安人,在读硕士研究生,研究方向为农村电子商务、农村发展,(电话)15376213775(电子信箱)1755426989@qq.com。
  • 基金资助:
    国家社会科学基金年度一般项目(20BGL286); 山东省新型职业农民培育模式创新研究项目(JXJY202005)

Research on the influencing factors of new farmers' rural e-commerce entrepreneurship based on SEM

GUO Tian-tian, WANG Hui   

  1. College of Economics and Management, Qingdao Agricultural University, Qingdao 266109,Shandong, China
  • Received:2023-04-07 Online:2023-07-25 Published:2023-08-15

摘要: 在乡村振兴背景下,以321份调查问卷为样本,从新农人群体特征出发,通过调研选取基础设施、政策支持、社区作用、人才储备、消费者信任、认知水平、创业行为7个变量,构建新农人农村电商创业的结构方程模型(SEM)。结果表明,基础设施、政策支持、社区作用、人才储备、消费者信任、认知水平均在显著水平下对新农人农村电商创业行为产生正向影响。通过成立的行为路径分析提出完善农村供应链体系、开展多种电商技能培训、培育扶持农村电商新农人等建议,对提升新农人农村电商创业具有一定的现实意义。

关键词: 新农人, 农村电商创业, 结构方程模型(SEM), 影响因素

Abstract: Under the background of rural revitalization, taking 321 questionnaires as samples, starting from the characteristics of new farmers, seven variables of infrastructure, policy support, community role, talent reserve, consumer trust, cognitive level and entrepreneurial behavior were selected through investigation, and the structural equation model (SEM) of new farmers' rural e-commerce entrepreneurship was constructed. The results showed that infrastructure, policy support, community role, talent reserve, consumer trust and cognitive level all had a positive impact on the rural e-commerce entrepreneurial behavior of new farmers at a significant level. Through the analysis of the established behavioral path, suggestions were proposed to improve the rural supply chain system, carry out a variety of e-commerce skills training, and cultivate and support new farmers in rural e-commerce, which had certain practical significance for improving the rural e-commerce entrepreneurship of new farmers.

Key words: new farmers, rural e-commerce entrepreneurship, SEM, influence factors

中图分类号: