Study on Peasant Household’s Willingness to Continue Using E-Commerce Platform for Agricultural Products

Abstract

The agricultural product e-commerce platform enables users in agriculture-related fields to complete online production, sales, trading, and payment. This paper employs a structural equation model to empirically examine the significant positive impact of platform environment, trust, satisfaction, polyfunctionality, operation cost, and other factors on peasant households’ intention for continuous use. This is achieved through the collection of questionnaires and the development of hypotheses and models using structural equation model (SEM). The platform environment, trust, satisfaction, and MF all benefit from lower operating costs.