Research on the Influencing Factors of Rural E-Commerce Participation Behavior of New Agricultural Management Entities Based on the Regional Micro Survey Data of Jilin Province

Rural e-commerce, as a new industry and business model, shows high revenue potential, and new agricultural management entities are the main force of agricultural production in rural areas, but the overall participation of new agricultural management entities in rural e-commerce is still low. Therefore, this paper explores the factors affecting the participation of new agricultural management entities in rural e-commerce to increase their participation rate and thus enhance their sustainable business capacity. Based on the Theory of Planned Behavior, this paper empirically analyzes the factors influencing the rural e-commerce participation behavior of new agricultural management entities using structural equation modeling. It adopts multivariate ordered logistic regression modeling and multi-group structural equation modeling to explore the influence factors on the participation behaviors of different types of new agricultural management entities’ e-commerce participation behavior influence factor differences. The empirical results show that subjective norms, behavioral attitudes, perceived behavioral control, and social environment of new agricultural management entities have a significant positive effect on behavioral intention and an indirect impact on participation behavior; the perceived behavioral control and behavioral intention of new agricultural management entities have a direct and significant positive effect on participation in rural e-commerce behaviors; behavioral intention plays a mediating role in the relationship between perceived behavioral control and participation behavior, and the control variables have a significant positive effect on the participation behavior of different types of new agricultural management entities. The control variables for different types of new agricultural management entities participate in the rural e-commerce behavior of the influencing factors. There are significant differences; subjective norms, behavioral attitudes, perceived behavioral control, and other variables on different types of new agricultural management entities participate in the intention to join in the participation of different types of behavior and participation in the behavior of the existence of a different degree of significant positive impact. Therefore, to stimulate new agricultural management entities to participate in rural e-commerce enthusiasm, the actual needs of new agricultural management entities to carry out targeted e-commerce training, as well as different types of new agricultural management entities to develop differentiated e-commerce support strategies, to enhance their ability to operate sustainably.