| E-commerce is an effective way to solve the problems of consumer products from the countryside to Country,sales,and circulation of the agricultural products;E-commerce has always been the main focus of the government and academic institutions.In recent years,the government has implemented a number of policies to encourage the development of rural e-commerce.To promote the development of rural e-commerce from different aspects,such as logistics,Internet,training,and rural e-commerce has added in the central file No.1 for seven years,"Agricultural E-commerce Pilot Program "Internet Modern Agricultural""Comprehensive demonstration of e-commerce in rural area""Digital Villages" has been launched under the vigorous promotion of the County.In 2016,the ministry of agriculture issued 30 billion RMB to support product development,agricultural means of production,and leisure agriculture.From 2014 to 2019,the central government has allocated 24.6 billion to support the Rural development of E-commerce.Three-level of logistics distribution system has been designed,which covers counties and villages by 2018.Government support has promoted the development of e-commerce in rural areas effectively.However,there is a question that "does e-commerce achieved the targets? " For example,helping farmers to get their products to the markets,expanding the consumption demand of farmers,and promoting the county's development.The answers to the above questions provide reasonable suggestions for the orderly development of e-commerce in China's agriculture and enable people to have a deeper and more comprehensive understanding of e-commerce in the rural areas.Based on the background,in this paper used different theories and the concept of microeconomics,macroeconomics,econometrics.The data has been collected from various sources,such as Inner Mongolia microscopic survey data,the national social-economic index to study.The paper answers the following questions: How does e-commerce affect farmers' behavior? What is the impact of e-commerce on farmers' behavior? And how can electronic business promote the development of county economy?The main contents and conclusions of this paper are as follows:(1)Analysis on the influencing factors of household e-commerce adoption behavior: Based on the micro empirical study of Inner MongoliaThe precondition for e-commerce to have an impact on county economic development and peasant household behavior is that peasant household adopts e-commerce,so identifying the influencing factors of peasant household e-commerce adoption behavior is conducive to the development of rural e-commerce.Theoretically,both farmers as producers and consumers tend to adopt e-commerce,and human capital and social capital are the main factors to promote the adoption of e-commerce.However,based on micro household data,empirical test using Double-hurdle model shows that only the length of education in human capital and communication expenditure in social capital have significant impact on household e-commerce adoption behavior.Further subjective interpretation shows that the cognition and operation ability of e-commerce of farmers limit their e-commerce adoption behavior.(2)Research on the Impact of E-commerce on Farmer's Consumer Behavior:Based on the Mediation Effect AnalysisAt present,the consumption level of rural residents has seriously restricted the improvement of the overall consumption level of the country and the high-quality development of China's rural economy.E-commerce has had a very important impact on the consumption of rural residents.Theoretically,the electronic commerce promotes the peasant household consumption,based on the micro farmers data,using fixed effect model and the mediation effect model to empirical test of e-commerce to promote peasant household consumption,it was found that electronic commerce can not only promote the peasant household family unproductive consumption and can improve the family life of farmers consumption;The household consumption can be improved by increasing the household total income,and the household total income has a complete intermediary effect.(3)The impact of e-commerce on farmers' sales behavior of agricultural products:Based on the case of Wuyuan County,Inner MongoliaBased on the analysis of transaction cost theory and market boundary theory,it is found that e-commerce saves the transaction cost of farmers selling agricultural products and expands the market boundary of agricultural products.Wu Yuan County success on this basis,the Inner Mongolia autonomous region using e-commerce sales of agricultural products of farmers,for example,the empirical analysis,the study found that Wu Yuan County farmers under the premise of the original industrial advantage,multimode circumvent the characteristics of the fresh perishable agricultural products,seize policy,use the familiar community electric Shang Cheng Gong sales of agricultural products of farmers;In addition,e-commerce promotes agricultural products by expanding market,raising unit price of agricultural products,reducing transaction costs,optimizing planting structure,extending agricultural industry chain and herd effect.(4)The influence of e-commerce on county economic development: based on the empirical analysis of e-commerce into rural comprehensive demonstration countiesTheoretically,"E-commerce into rural comprehensive demonstration project" promotes the development of county economy through policy effect,employment effect,industrial agglomeration effect and human capital promotion effect.For accurate assessment of e-commerce impact on the development of county economy,this paper further empirically by applying the method of differential period times more e-commerce is made an impact on the development of county economy,the results showed that demonstration project has significant growth of county economy,and this conclusion after the placebo inspection times difference method,matching still;The demonstration project has a significant driving effect on the first,second and third industries,but the driving effect on the third industry is the most significant.The county economy has shifted from the first and second industries to the third industry,which has optimized the county industrial structure.The policy effects of demonstration projects on county economic development are heterogeneous in different regions,and the effect of demonstration projects on county economic development in central and western regions is greater than that in eastern coastal regions.The innovation of this paper lies in: first,based on market and uncertain inter-temporal consumption theory analysis under the condition of e-commerce impact on farmers consumer behavior mechanism,at the same time,use of Inner Mongolia farmers micro survey data,the empirical test of e-commerce impact on peasant household consumption behavior,both enrich the theory of inter-temporal consumption under the condition of uncertainty in the application of e-commerce to promote consumption,promote consumption and expand the e-commerce farmers micro perspective in the field of quantitative research.Secondly,based on the market transaction cost theory and market boundary theory,this paper explains the impact of e-commerce on farmers' sales of agricultural products,analyzes the case of Wuyuan County in Inner Mongolia,explores the internal logic of e-commerce to promote farmers' sales of agricultural products,and comprehensively reveals the characteristics of farmers' success in using e-commerce to sell agricultural products.Thirdly,the thesis puts forward that the demonstration project promotes the development of county economy through the policy effect,employment effect,industrial agglomeration effect and human capital effect.Taking the example of e-commerce into the rural comprehensive demonstration county,the thesis empirically tests the influence of e-commerce on the development of county economy.The above research findings can provide a reliable basis for policy makers to formulate policies related to rural e-commerce. |
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