Research on the Influencing Factors and Mechanism of Livestreaming Commerce Adoption Intention of New Agricultural Operation Entities

（1.Business School，Nanjing Normal University，Nanjing 211106，Jiangsu，China；2.Economics and Humanities College，

Jiangsu Vocational College of Agriculture and Forestry，Jurong 212400，Jiangsu，China） Abstract：Livestreaming commerce alleviates the information asymmetry in agricultural product online transactions， promotes the connection between production and marketing，and endows new agricultural operation entities with the ability to carry out efficient business activities. In order to effectively support the development of agricultural product livestreaming commerce and establish related models，based on data collected in questionnaire and hierarchical regression model ，the authors carry out an empirical study on the influencing factors and mechanism of livestreaming commerce adoption intention of new agricultural operation entities. The result shows that the acknowledge factors ，subject factors and operation factors of the operators are the key influencing factors. Among them，age，educational background，e- commerce experience，number of operators and business area have positive impact on the adoption intention of livestreaming commerce ；the identity of village cadres has negative impact on that ；attitude，subjective norms and perceived behavior control have significant positive impact on that；and attitude and e-commerce experience，number of operators，and business area have the interactive effect on that. So，to better guide the new agricultural operation entities to lead the development of livestreaming commerce and promote the application of e- commerce，we should，first，further standardized the training of skills used in livestreaming commerce ，and make the new agricultural operation entities to correctly understand the livestreaming commerce ；second，we should give priority to young operators with good education background and large business area，and give them more policy support；and third，we should improve the capability for regional public service ，pay more attention to platform operation and logistic service ，and improve the organizational level of agricultural product livestreaming commerce operation.

Key words：new agricultural operation entities；livestreaming commerce；adoption intention；theory of planned behavior