A Study of Influencing Factors in Grain Brokers’ Internet Adoption Behavior——An Investigation of Grain Brokers in Henan, Shandong and Shaanxi Provinces
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A Study of Influencing Factors in Grain Brokers’ Internet Adoption Behavior——An Investigation of Grain Brokers in Henan, Shandong and Shaanxi Provinces
XIAO Kai-hong
School of Management, Henan University of Technology, Zhengzhou 450001, China
Abstract Based on the micro data of 368 grain brokers from Henan, Shandong and Shaanxi provinces, this paper empirically analyzed the impact of individual characteristics, information demand characteristics, market behavior characteristics and Internet readiness on grain brokers’ Internet adoption behavior by using the binary logistic regression model. The results show that young people born in post-80s with higher education are pioneers of Internet adoption among grain brokers. Grain brokers’ Internet adoption behavior is under significant positive impact from capital scale of grain purchase and the degree of information dependence, but under a significant negative impact from the frequency of grain purchase and sale. In addition, some practical problems such as the relatively old age, low education, weak willingness in paying and the lack of Internet operation skills in domestic grain brokers also significantly inhibit the grain brokers’ Internet adoption.
XIAO Kai-hong. A Study of Influencing Factors in Grain Brokers’ Internet Adoption Behavior——An Investigation of Grain Brokers in Henan, Shandong and Shaanxi Provinces. Economic Survey, 2019, 36(4): 032.
2019, Vol. 36 
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