本文關(guān)鍵詞： 農(nóng)特產(chǎn)品電商 經(jīng)營意愿 淮陽模式　出處：《河南財經(jīng)政法大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,隨著“互聯(lián)網(wǎng)+”的發(fā)展,農(nóng)村電商的發(fā)展也越來越快。從2015開始,國家通過中央一號文件及相關(guān)文件制定了一系列關(guān)于農(nóng)村電商發(fā)展的政策�？梢妵覍νㄟ^發(fā)展農(nóng)村電商來解決“三農(nóng)”問題寄予了厚望�；搓柨h政府響應(yīng)國家號召,積極探索農(nóng)產(chǎn)品電商發(fā)展的模式,并取得了一些成績,但也存在一些問題,如農(nóng)戶的參與積極性不高,電商服務(wù)不到位等。因此進(jìn)行以農(nóng)戶為中心的農(nóng)特產(chǎn)品電商的研究是很必要的。它能給政府和相關(guān)社會組織構(gòu)建農(nóng)產(chǎn)品電商發(fā)展模式提供參考。本文根據(jù)價值采納模型,提出農(nóng)戶參與農(nóng)特產(chǎn)品電商的理性因素,包括感知成本和預(yù)期收益,它將會影響其電商經(jīng)營意愿;根據(jù)社會影響理論,提出農(nóng)戶參與農(nóng)特產(chǎn)品電商的非理性因素,包括社會規(guī)范、示范帶頭、親朋支持,它將會影響其電商經(jīng)營意愿。通過對以上兩方面因素的分析,構(gòu)建了農(nóng)戶經(jīng)營農(nóng)特產(chǎn)品電商意愿的影響因素模型。通過問卷調(diào)查收集數(shù)據(jù)并利用結(jié)構(gòu)方程模型對影響因素模型進(jìn)行了驗證。根據(jù)問卷中農(nóng)戶特征數(shù)據(jù)和其經(jīng)營意愿,對淮陽縣的農(nóng)戶進(jìn)行了精準(zhǔn)識別,把他們分為了農(nóng)特產(chǎn)品供應(yīng)鏈的前端農(nóng)戶和后端農(nóng)戶,然后通過非結(jié)構(gòu)化訪談的方式收集數(shù)據(jù),識別其需求,最后針對其需求提供支持服務(wù)。同時借鑒國內(nèi)電商發(fā)展的成功模式——遂昌模式,構(gòu)建了以農(nóng)戶為中心的農(nóng)特產(chǎn)品電商發(fā)展的“淮陽模式”。通過對淮陽縣農(nóng)特產(chǎn)品電商發(fā)展中農(nóng)戶參與意愿的影響因素分析和借鑒成功經(jīng)驗構(gòu)建了以農(nóng)戶為中心的農(nóng)特產(chǎn)品電商的淮陽模式的研究,給淮陽縣發(fā)展農(nóng)特產(chǎn)品電商提供如下建議:(一)通過降低成本,增加收益;營造氛圍、樹立典型等措施,鼓勵農(nóng)戶積極參與到農(nóng)特產(chǎn)品電商的發(fā)展中;(二)通過組建并維持電商綜合服務(wù)平臺、積極聯(lián)接外部資源等方式來解決不同農(nóng)戶的痛點,來提高農(nóng)戶的經(jīng)營效果,最終達(dá)到增加收入的目的。本文的創(chuàng)新點是:根據(jù)淮陽縣的實際情況,圍繞農(nóng)戶這一微觀主體,探討了農(nóng)特產(chǎn)品電商發(fā)展中農(nóng)戶的參與意愿的影響因素分析,進(jìn)而對淮陽縣的農(nóng)戶進(jìn)行了精準(zhǔn)識別,然后根據(jù)不同的農(nóng)戶的需求痛點提供支持,并借鑒成功經(jīng)驗構(gòu)建了以農(nóng)戶為中心的淮陽縣農(nóng)特產(chǎn)品電商發(fā)展的新模式。
[Abstract]:In recent years, with the development of the Internet, rural e-commerce is also growing faster and faster. The state has formulated a series of policies on the development of rural e-commerce through document No. 1 of the Central Committee and related documents. It can be seen that the state has high hopes for solving the "three rural" problems through the development of rural e-commerce. The Huaiyang County government responds to the national call. We have actively explored the development model of agricultural products e-commerce, and have made some achievements, but there are also some problems, such as the low participation enthusiasm of farmers. Therefore, it is necessary to carry out the research on the ecommerce of agricultural special products centered on farmers. It can provide a reference for the government and relevant social organizations to construct the development model of agricultural products ecommerce. This paper adopts the model according to the value. The rational factors of farmers' participation in ecommerce of agricultural special products, including perceived cost and expected income, are put forward, which will affect their willingness to operate, and according to the theory of social impact, the irrational factors of farmers' participation in ecommerce of agricultural special products are put forward. Including social norms, exemplary leadership, and family and friends' support, which will affect their willingness to operate e-commerce. Through the analysis of the above two factors, This paper constructs a model of influencing factors of farmers' willingness to engage in e-commerce of special agricultural products, collects data by questionnaire and verifies the model by using structural equation model. According to the characteristic data of farmers and their management will, The farmers in Huaiyang County were accurately identified, they were divided into front-end farmers and back-end farmers in the supply chain of special agricultural products, and then collected data through unstructured interviews to identify their needs. Finally, to provide support services for its needs. At the same time, draw lessons from the successful model of domestic e-commerce development-Suichang model, The "Huaiyang model" of the development of agricultural special products ecommerce with farmers as the center is constructed. Through the analysis of the influencing factors of farmers' willingness to participate in the development of agricultural and special products e-commerce in Huaiyang County and the reference of successful experience, this paper constructs a farmer-centered model. Research on Huaiyang Model of Agricultural products' E-quotient, To give Huaiyang County the following advice to develop e-commerce for agricultural and special products: (1) measures such as reducing costs, increasing revenue, creating an atmosphere, setting up a typical example, etc. Encouraging farmers to actively participate in the development of e-commerce for special agricultural products. (2) to improve the management effectiveness of farmers by setting up and maintaining a comprehensive service platform for e-commerce, actively connecting external resources, and so on, to solve the pain points of different farmers. The innovation of this paper is: according to the actual situation of Huaiyang County, this paper discusses the factors influencing the farmers' willingness to participate in the development of ecommerce of special agricultural products. Then the farmers in Huaiyang County were accurately identified, and then according to the needs of different farmers to provide support, and to learn from the successful experience of the farmers as the center of the development of agricultural special products in Huaiyang County, a new model of e-commerce.
【學(xué)位授予單位】：河南財經(jīng)政法大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F323.7

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