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This research aims to explore the behavioral factors influencing farmers' intentions to adopt e-commerce platforms in rural China.

Advancing rural e-commerce: examining farmers’ behavioral intention toward e-commerce platforms in China

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This research aims to explore the behavioral factors influencing farmers' intentions to adopt e-commerce platforms in rural China.
Developed a tailored extension of the Unified Theory of Acceptance and Use of Technology.
Conducted a survey with purposive sampling and self-administered questionnaire on 392 farmers from Sichuan.
Analyzed data using partial least squares structural equation modeling (PLS-SEM).
Confirmed significant associations between social influence, facilitating conditions, habit, perceived risk, and behavioral intention.
Found that policy support moderates the relationship between habit and behavioral intention, and between perceived risk and behavioral intention.
Demonstrated that habit, social influence, and facilitating factors significantly influence farmers’ behavioral intention.

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Examines farmers’ behavioral intention toward e-commerce platforms, suggesting key factors influencing adoption decisions.

Weng et al. (2026) studied this question.

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