Farmers’ participation intention of e-commerce and and its influencing factors in poor areas——based on the planning behavior theory

Abstract

Under the development trend of "Internet +", e-commerce poverty alleviation has become a new way to promote the implementation of China's targeted poverty alleviation strategy and improve the effectiveness of poverty alleviation. Based on the planning behavior theory and the multi-group structure equation, the main factors influencing the participation intention of rural households in poor areas are analyzed. The results show that farmers' behavior attitude, subjective norms and perceived behavior control are the main factors influencing their participation in e-commerce. It is found that there are some differences in subjective norms and perceived behavioral control between farmers whose revenue structure are different.