THE FACTORS INFLUENCING THE ADOPTION OF AGRICULTURE E-COMMERCE IN HE NAN, CHINA

Abstract

The objective of this research is to determine the factors that influence the adoption of agriculture e-commerce by consumers in He Nan. To get this purpose, a well-design online questionnaire was employed as a research instrument to gather primary data from online consumers in He Nan under conducting non-probability convenience sampling. A total sample size of respondent collected using online questiommaire was 384 and used to data analysis. Before that, a sample size of 50 was executive to the pilot test.

Factor analysis is used to indicate internal correlation between independent variables and dependent variables. Firstly, the KMO value of variables indicated 0.911 which is the marvelous level and the reliability fondingd indicate that there are significant relationship between proposal independent variables and dependent variable. Secondly, multiple regression analysis and One-Way ANOVA shows that the perceived usefulness, perceived ease of use and compatibility influence positively the adoption of agriculture e-commerce in He Nan. Besides, the trialability, perveived risks and reliability cannot be identified as the influencing factors toward the adoption. Finally, recommendation for future study is provided in this research.