农户参与粮食融通仓行为意愿的影响因素研究

Study on Influencing Factors of Farmers’ Participation in the Behavioral Intention of Grain Financing Warehouse

摘要: 本文基于技术接受模型(TAM)实证分析了通辽市农户对参与粮食融通仓行为意愿的影响因素。结果展示显著影响感知易用性，而对感知有用性主要是通过对感知易用性产生间接影响；感知易用性对感知有用性的影响非常显著，进而显著影响了态度；态度又进一步影响了行为意愿。感知风险显著影响感知有用性和态度，而对行为意愿具有弱影响。此外，社会规范显著影响态度，而对行为意愿具有弱影响。该研究为通辽市解决物流融资难的问题提供了新的思路并为农户参与粮食融通仓行为研究提供了新的视角。

Abstract: Based on the TAM model, this paper empirically analyzes the influencing factors of farmers in Tongliao city on their willingness to participate in the behavior of grain financing warehousing. The results show a significant influence on perceived ease of use, and the main effect on perceived usefulness is indirect effect on perceived ease of use. Perceived ease of use has a significant impact on perceived usefulness, and then on attitude. Attitude further affects behavioral intention. Perceived risk significantly affects perceived usefulness and attitude, but has a weak influence on behavioral intention. In addition, social norms have a significant impact on attitude and a weak impact on behavioral intention. This study provides a new idea for solving the problem of logistics financing difficulty in Tongliao city and a new perspective for farmers to participate in the study of grain financing warehouse behavior.