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1、Factors Affecting Adoption of E-Business of Agricultural Products at Firm Level: An Empirical Investigation in A Developing CountryAbstract: E-business of agricultural products (EBAP) is of great significance in promoting agricultural economic development and agriculture restructuring and upgrading,
2、 but the adoption rate of EBAP in developing countries is generally low. It is important to understand what affect EBAP adoption in agricultural firms to improve this situation. Based on institutional theory perspective, this study develops a model of the affecting factors of EBAP adoption at firm l
3、evel and analyzes the impacts of institutional pressure on EBAP adoption, also include organizational innovativeness. Research data were collected from agricultural firms in China via a questionnaire survey. The empirical results indicate that mimetic pressure, coercive pressure and normative pressu
4、re have different levels of positive effects on perceived benefit; normative pressure has a significantly negative impact on perceived barrier, while mimetic pressure and coercive pressure have no significant effect on perceived barrier. Perceived benefit and organizational innovativeness have signi
5、ficantly positive impacts on EBAP adoption, while perceived barrier has no significant effect on EBAP adoption. Organizational innovativeness has neither moderating effect on the relationship between perceived benefit and EBAP adoption, nor moderating effect on the relationship between perceived bar
6、rier and EBAP adoption. Perceived benefit acts as a partial mediating role between institutional pressure and adoption.Key words: e-business of agricultural products; adoption; institutional theory; mimetic pressure, coercive pressure, normative pressure1. IntroductionThe Integration of e-business w
7、ith traditional industries becomes a upsurge. As the basis of peoples livelihood, agriculture has been receiving close attention from enterprises, governments and academia in this wave. E-business is transforming agriculture, as it changes the patterns of production, storage, circulation, marketing
8、and operation in agricultural firms. E-business of agricultural products (EBAP) is an important part of agricultural e-business, and this paper define EBAP as, in the links of supply chain following the production chain, using the Internet to conduct or support business activities (including agricul
9、tural products marketing/sales, procurement, coordination, and internal operations) along the value chain (Zhu and Kraemer 2005). EBAP can broaden distribution channels, reduce intermediate links in circulation, increase the market competitiveness of agricultural firms, and drive the upgrade of the
10、agricultural industry. Further, EBAP helps to facilitate the sales of agricultural products, thereby increasing peasants personal wealth, and it is seen as a strong power to promote the revitalization of rural economics and improve developing countries agricultural economic development. In the first
11、 half of 2017, sales revenue on EBAP exceeded 88.4 billion yuan (about 13.8 billion dollars) in China, with year-on-year growth of 48.2%, which was 4.6 times the growth rate of total retail sales of consumer goods above the corresponding period of last year (China 2017). The penetrating rate of the
12、EBAP in China, a developing country with rapid growth in e-business, is only less than 4%, and the categories of apparel and 3C products, etc. have approached 20%. There is ample room for the development of EBAP. Therefore, it is important to explore what affect EBAP adoption.Although e-business/e-c
13、ommerce adoption has been explored in many literatures, previous research is limited to the context of general industries (Raji, Gary L. et al. 2002, Hong and Zhu 2006, Huang, Gattiker et al. 2010, Kurnia, Choudrie et al. 2015). To our knowledge, few studies have explored e-business adoption in spec
14、ific industries, especially in agriculture. The research on organizational e-business adoption mainly is based on macro discussions (Henderson, Dooley et al. 2004), lacking empirical analysis. Given the characteristics of agriculture, e-business adoption in agriculture is more complex, and the exist
15、ing research findings in e-business may be unable to fully explain e-business adoption in agriculture. Since agriculture products normally are alive, vulnerable and difficult to standardize, which adds difficulties to operation. Further, cold-chain logistics, product traceability system and IT-enabl
16、ed technology are underdeveloped in developing countries, and enterprise are restrained by resource capabilities, such as land and human capital. These factors caused by the unique features of agriculture distinguish it from other industries, and generate risks to online channel. According to institutional theory, firms address uncertainty by imitating other successful firms, and comply with norms and requirements in order to increase acceptance in professions, social and e
