农产品电子商务扩散机理及对企业价值创造的影响研究

农产品电子商务是我国农业信息化建设的重要内容，近年来成为企业商务模式创新的重要战略。然而当前我国企业农产品电子商务的价值创造情况不容乐观，低采纳率和低效能成为阻碍企业农产品电子商务可持续发展和应用创新的关键。本课题拟结合农业行业特征和农产品特性，以农产品电子商务扩散——农产品电子商务能力——企业绩效为研究主线，将扩散过程分为采纳、应用和吸收三个阶段，分析农产品电子商务采纳、应用和吸收的影响因素及其动态作用机理，进而分析扩散过程对农产品电子商务能力的影响，构建农产品电子商务能力测度体系，并讨论环境不确定性下其对企业绩效的作用机理。最终揭示农产品电子商务扩散与价值创造的一般规律。课题有助于推动农产品电子商务研究的理论发展，为企业较好较快发展农产品电子商务提供实践指导。

E-business of agricultural products is one of important elements in agricultural informatization in China. Recently, it becomes popular for firms to pursue business model innovations. However, the value creation of e-business of agricultural product in firms is not optimistic. Low adoption and low inefficiency become the obstacles to the sustainable development and the novel innovation of e-business of agricultural products in firms. Based on the characteristics of the agricultural industry and the agricultural products in China, taking the diffusion-capability-performance as the mainline and classifying the diffusion process into three stages: adoption, usage and assimilation, first, the key factors affecting adoption, usage and assimilation of e-business of agricultural products are identified and how they influence adoption, usage and assimilation is discussed. Then, the effects of diffusion process on the capabilities of e-business of agricultural products are also analyzed. Next, the measurement model of the capabilities of e-business of agricultural products is developed and its effects on firm performance is examined in uncertain conditions. This project is expected to bridge the gap in the theory of diffusion and value creation of e-business of agricultural product and can provide practical supports for firms to use e-business better.