Empowering Impacts Of E-Commerce Poverty Alleviation On Farmers

The e-commerce poverty alleviation in China has been proved to be feasible by real practice and has been recognized by the world as an innovative and sustainable poverty alleviation mode.In fact,the empowerment of e-commerce poverty alleviation has generated enormous social and economic value in China.It not only promotes farmers in poverty-stricken areas to escape of poverty,but also exerts their inner motivation and releases their online purchasing capacity.Meanwhile,it inspires farmers in poverty-stricken areas' behavior to start up e-commerce businesses.However,prior studies have mainly concerned about some aspects of e-commerce poverty alleviation including the existing problems,the improvement suggestions,and the path for poverty alleviation and so on.There are not more policies and initiatives concerning about the impacts of the governments and e-commerce platforms on the empowering effect of ecommerce poverty alleviation of farmers in poverty-stricken areas,especially lacking of the mechanism of online shopping and e-commerce entrepreneurship of farmers in poverty-stricken areas.Therefore,based on the situation of e-commerce poverty alleviation in China,this thesis focuses on farmers in poverty-stricken areas,from the perspective of online shopping and entrepreneurship of farmers and the empowering impact of e-commerce poverty alleviation on farmers in poverty-stricken areas.It also focuses on how governmental support and institutional innovation of e-commerce platform affect farmers' online shopping intention and e-commerce entrepreneurship in poverty-stricken area.Besides,it summarizes the e-commerce entrepreneurial process model and the related influencing factors of the farmers in poverty-stricken areas.The main studies and conclusions are as follows:Firstly,this thesis investigates the empowering effects of e-commerce poverty alleviation on farmers' online shopping behavior.From socio-technical perspective,this thesis has utilized adoption readiness of farmers and perceived risk to construct an integrated model to discern the effect of enhanced e-commerce institutional mechanisms on farmers' online shopping intention.The main aim is to find out how the innovation of e-commerce institutional mechanisms affects the online shopping intention of farmers.Findings suggest that e-commerce institutional mechanisms have significant positive impacts directly and indirectly on farmers' online shopping intention,and both adoption readiness as well as perceived risk partially play a mediated role in determining the relationship between farmers' online shopping intention and enhanced e-commerce institutional mechanism.The indirect mediation effect of adoption readiness is much greater than that of perceived risk.E-commerce platforms need to enhance institutional mechanisms in the e-commerce platform based on farmers' needs.For example,using advanced technology to upgrade structural guarantee and establishing a “companion” service mechanism.Moreover,enhanced e-commerce institutional mechanisms should allow farmers' perceived adoption readiness to play its promoting role and promote the development of rural online shopping market.The results in this study are conducive to the change on the ways of production and life of farmers and stimulate farmers' enthusiasm for e-commerce in poverty-stricken areas.Secondly,this thesis investigates the empowering effect of e-commerce poverty alleviation on the entrepreneurial intention of farmers.From the perspective of governmental support and e-commerce platform,based on the trust transfer theory,this thesis constructs the e-commerce entrepreneurial intention model of farmers in povertystricken areas,according to “government support”,“e-commerce platform policies”,“farmers' perceived risk”,“e-commerce platforms of trust”,and “farmers' e-commerce entrepreneurial intention” as the new research mode.The main aim of this thesis is to find out how the governmental support and the e-commerce platforms affect the ecommerce entrepreneurial intention of farmers in poverty-stricken areas in the context of e-commerce poverty alleviation.The empirical results show that governmental support of e-commerce poverty alleviation has a direct positive effect on farmers' entrepreneurial intention and positively affects farmers' trust in the e-commerce entrepreneurship.The farmers' trust and perceived risk that farmers associate with an e-commerce platform partially mediates the relationship between government support and farmers' entrepreneurial intention-commerce platform policies indirectly affect farmers' entrepreneurial intention.Combined with the general conditions in China,in order to form the government-Internet-farmer “trinity”,innovating the mode of operation management helps realize farmers' e-commerce entrepreneurship.Thirdly,this thesis investigates the impact of e-commerce poverty alleviation on the transformation of entrepreneurial intention into entrepreneurial behavior in the entrepreneurial empowerment of farmers.Based on Rubicon model,this thesis introduces the form of mental resilience into the pre-start-up entrepreneurial stage and constructs a moderating model for the transition of entrepreneurial intentions into entrepreneurial actions.The main aim is to find out the influence mechanism of psychological resilience and implementation intention on the transformation from entrepreneurial intention to entrepreneurial behavior of farmers in poverty-stricken areas.The empirical results have shown that implementation intention partially mediates the relationship between entrepreneurial intention and entrepreneurial behavior.There is a positive moderating effect of psychological resilience on linking among entrepreneurial intention,implementation intention and entrepreneurial behavior.The government and enterprises need to pay attention to the importance of implementation intention and psychological resilience in the field of farmers' entrepreneurship.Through the role of mental resilience as “soft power”,adhere to the mass line,they need to exert the principal role of farmers.Meanwhile,they may build a “shared” social platform that inspire farmers' positive resilience.Various difficulties and pressures may be overcome in the process of entrepreneurship,and the sustainable development of e-commerce entrepreneurship will be achieved.Finally,this thesis investigates the empowering effect of entrepreneurial archetype of e-commerce on farmers' entrepreneurship in e-commerce poverty alleviation.The thesis explores multi-case study to analyze entrepreneurial process of farmers in poverty-stricken areas.It also summarizes and refines the procedural model of ecommerce entrepreneurship process in poverty-stricken areas.The model is divided into two stages to reveal the internal and external factors and mechanism of the entrepreneurial behavior and the development of the start-up enterprises of the farmers in the poverty-stricken areas.Based on entrepreneurial traits and entrepreneurial intention,the business is started.The original family,entrepreneurial opportunities and relationship networks are the intermediary driving factors for entrepreneurship.Entrepreneurial learning and institutional environment promote the development of startup companies by adjusting the entrepreneurial resources and business model innovation.Finally,we provide practical guidance for enterprises to achieve poverty alleviation and promote the development of rural revitalization.The research's results of this thesis enrich the theoretical foundation of poverty alleviation,entrepreneurship and e-commerce.Firstly,from the perspective of sociotechnical systems,this thesis focuses on the impacts of the e-commerce institutional mechanisms on farmers' online shopping in poverty-stricken areas and puts forward the concept of farmers' adoption readiness,examines the dual mediating effect of adoption readiness and perceived risk,and enriches the researches on the mechanism of ecommerce platform institutional in farmers' online shopping intention.Secondly,by expanding the online trust transfer theory,this thesis not only establishes the correlation between the e-commerce institutional mechanisms,e-commerce platform trust and farmers' e-commerce entrepreneurial intention,but also establishes the correlation between government support and e-commerce platform trust.These findings enrich the researches on the influencing factors and mechanism of farmers' e-commerce entrepreneurial intention.Thirdly,the thesis introduces the form of mental resilience to the pre-start-up entrepreneurial stage,which deepens the mentality process of the individual's implementation and further reveals the “black box” of the transformation from the entrepreneurial intention to entrepreneurial behavior of farmers in povertystricken areas.Fourthly,based on the poverty alleviation situation of e-commerce in China and the typical cases of e-commerce entrepreneurship of farmers,an e-commerce entrepreneurship process model of farmers in poverty-stricken areas with more Chinese local characteristics is extracted,which enriches the researches on e-commerce entrepreneurship process model.Moreover,this thesis provides a scientific basis of the government and e-commerce enterprises policies.By making targeted policy,this thesis promotes e-commerce entrepreneurship and online shopping in poverty-stricken areas,arousing regional economic development and assisting rural revitalization strategy's implement.