乡村旅游地农户电商技术采纳行为与扶持政策研究

Farmers are microscopic main bodies in rural tourism region，whose e-commerce technology adoptation behavior deeply influences the transformation and upgrading of rural tourism，but scholars did not make a response fully.Taking Jiangxi Province as sample area，this project investigates the mechanism of the farmers'e-commerce technology adoptation behavior and proposes supporting policy in rural tourism region，based on the Planned Behavior Theory and Technology Adoptation Model.First,we construct the forming mechanism model of farmers'e-commerce technology adoptation behavior based on the Grounded Theory.On this basis,we analyze the farmers'e-commerce technology adoptation behavior in rural tourism region by the“double-track”research methods.On the one hand,we analyze the general features , policy demand and influencing factors of the farmers'e-commerce technology adoptation behavior using the measurement models,such as Logistic Model and Structural Equation Model.On the other hand,we case-analyze the representative farmers by PRA,to“deep-describ”farmers' e-commerce technology adoptation behavior and their key influence factors.Finally, based on the above researches,we proposes supporting policy for the farmers'e-commerce technology adoptation.This project aims to reveal the features and rules of farmers'e-commerce technology adoptation behavior in rural tourism region,so as to provide theory support for government to formulate effective supporting policy.

农户是乡村旅游地不可或缺的微观经营主体，其电商技术采纳行为深刻地影响着乡村旅游的转型升级，但学术界对此仍未有充分的关注和应答。本项目以江西省为案例区，基于计划行为理论和技术接受模型，考察乡村旅游地农户电商技术采纳行为形成机制，并提出长效扶持的政策建议。首先，利用扎根理论，构建乡村旅游地农户电商技术采纳行为形成机制理论模型；在此基础上，采用“双轨”研究方法对乡村旅游地农户电商技术采纳行为进行实证分析：一是利用Logistic模型、结构方程模型等计量模型，分析农户电商技术采纳行为的总体特征、政策需求及影响因素；二是采用PRA方法对典型农户进行案例调查，“深描”农户电商技术采纳行为及其关键影响因素；最后，基于上述研究结果，选择和构建乡村旅游地农户长效采纳电商技术的扶持政策体系。本项目旨在揭示乡村旅游地农户电商技术采纳行为的典型特征与支配规律，为政府制定有效的扶持政策提供理论支持与决策参考。

本项目以江西省为案例区，基于计划行为理论和技术接受模型，利用实地调研获取的821份问卷数据和20个代表农户的PRA调查资料，剖析了旅游经营农户电商技术采纳行为形成机制，并提出了长效扶持的政策建议。首先，利用扎根理论，构建旅游经营农户电商技术采纳行为形成机制理论模型；然后，利用Probit模型、结构方程模型等计量模型，分析农户电商技术采纳行为的总体特征、政策需求及影响因素，重点分析农户对微信技术、电商平台技术采纳行为；最后，基于上述研究结果，选择和构建旅游经营农户长效采纳电商技术的扶持政策体系。本项目旨在揭示旅游经营农户电商技术采纳行为的典型特征与支配规律，为政府制定有效的扶持政策提供理论支持与决策参考。本项目成果表现在理论为主、兼顾应用的产出形式，先后出版学术专著1部，发表学术论文13篇，培养硕士研究生4名，提供政府咨询报告2份，参加国内学术会议10人次、国际学术会议2人次。