HUBEI AGRICULTURAL SCIENCES ›› 2023, Vol. 62 ›› Issue (7): 229-234.doi: 10.14088/j.cnki.issn0439-8114.2023.07.037

• Economy & Management • Previous Articles     Next Articles

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

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

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