| The reality that my country’s agricultural production and operation is dominated by small farmers makes agricultural products have problems such as poor circulation channels,asymmetric production and sales information,and single sales methods,that becomes one of the problems of production and operation.Among them,fresh agricultural products face more severe sales difficulties due to their short shelf life and backward storage and cold chain logistics facilities.My country is the world’s largest producer and consumer of apples,and both apple planting area and output rank first in the world.As a high-value agricultural product,the development of the apple industry plays an important role in increasing farmers’ income,promoting the strategy of rural revitalization and realizing common prosperity.However,the apple industry in my country also suffers from the real predicament of low degree of standardization,a high degree of concentration of production areas,and the difficulty in selling apples.At the same time,the e-commerce of agricultural products with the rise of information and communication technology is regarded as a new type of rational channel that can break the original market segmentation,promote the upward movement of agricultural products,and promote the effective connection between small farmers and large markets due to its advantages of spanning time and space,equalization of objects,and information integration.As the micro-subject of agricultural management,farmers’ acceptance of agricultural products e-commerce determines the popularity of agricultural products e-commerce in rural areas,it is the main purpose of this study to explore the factors that promote the adoption of agricultural products e-commerce from the perspective of farmers.Starting from the internal characteristics of farmers and the external environment,this paper constructs a research framework of information literacy based on individual factors,government promotion of external environmental factors and e-commerce adoption of farmers’ agricultural products based on the theory of bounded rational behavior,Lewin behavior theory,etc,according to the adoption process,the adoption of agricultural products e-commerce by farmers is divided into four parts: cognition,adoption intention,adoption behavior and adoption effect.Using the micro survey data of 1051 apple growers in 5 apple base counties in Shaanxi Province,Information literacy is measured from three aspects of information awareness,information knowledge and information ability,and government promotion is measured from the three aspects of promotion breadth,promotion depth and promotion intensity.The status quo of information literacy,government promotion and farmer’s agricultural product e-commerce adoption is analyzed,and regional differences are compared,using the OLS model,Probit model,IV-Heckman model,Tobit model,etc.empirically test the impact of information literacy and government promotion on farmers’ cognition,adoption willingness,adoption behavior and adoption effect,and analyze their heterogeneous impact on different capital endowment farmers groups and different model of agricultural products ecommerce,the aims are to provide scientific support for improving the adoption level of farmers’ agricultural products e-commerce,promoting farmers’ income,assisting the development of apple industry,and realizing rural revitalization.The main conclusions of this study are as follows:(1)Through the analysis of the status quo of apple growers’ adoption of agricultural products e-commerce,the study found that the farmers’ cognition level of agricultural products e-commerce in the sample area is not high,and there are large individual and regional differences.The cognitive level of farmers among the regions is as follows: Luochuan County >Baota District > Chunhua County > Baishui County > Huangling County.Among the willingness to adopt agricultural products e-commerce,84.01% of the sample farmers are willing to adopt it,and 15.99% of the farmers are unwilling to adopt it.Among the farmers who are willing to adopt e-commerce of agricultural products,37.26% of farmers are willing to adopt online business,and 62.74% of farmers are willing to adopt micro-business.Among the adoption behaviors of agricultural products e-commerce,36.54% of farmers have adopted agricultural products e-commerce,and the adoption mode is mainly micro-business,the average adoption degree of sample farmers’ agricultural products e-commerce is 0.228.In the adoption effect of agricultural products e-commerce,the average apple sales revenue of the whole sample is 18301.480 yuan,and the level of agricultural income between regions is:Baota District > Luochuan County > Chunhua County > Baishui County > Huangling County;the average agricultural production efficiency of the whole sample is 0.293,and the level of agricultural production efficiency among regions is: Baota District > Luochuan County >Chunhua County of Huangling County > Baishui County.(2)Through the analysis of the status quo of farmers’ information literacy and government promotion,the study found that: in terms of information literacy,the average value of information literacy of farmers in the whole sample is 0.316,and the information literacy of farmers in the sample area is low,and there are obvious differences between individuals and regions.Qualitative,the level of each sub-dimension is: information awareness>information ability>information knowledge,the level of inter-regional information literacy is: Luochuan County> Baota District> Chunhua County> Huangling County> Baishui County,the order of inter-regional information awareness is: Luochuan County > Baota District > Huangling County > Chunhua County > Baishui County,and the order of inter-regional information knowledge level is: Luochuan County > Baishui County > Baota District > Chunhua County >Huangling County,the level of inter-regional information ability is as follows: Chunhua County > Luochuan County > Baota District > Huangling County > Baishui County.In terms of government promotion,the average value of government promotion in the whole sample is0.357,the level of each sub-dimension is: promotion depth> promotion intensity> promotion breadth,and the level of inter-regional government promotion is: Baota District> Luochuan County> Chunhua County> Huangling County > Baishui County,the order of inter-regional government promotion breadth is: Luochuan County > Baota District > Chunhua County >Baishui County > Huangling County,and the order inter-regional government promotion depth is: Luochuan County > Baota District > Chunhua County > Huangling County > Baishui County,the order of inter-regional government promotion intensity is: Baota District >Luochuan County > Chunhua County > Baishui County > Huangling County.(3)By analyzing the impact of information literacy and government promotion on the cognition of agricultural products e-commerce,the study found that the overall level of information literacy and its sub-dimension levels have a significant positive effect on farmers’ cognition,and the order of effect is: information awareness > information knowledge >information skills.Government promotion provides effective external support for farmers’ cognition improvement,the overall level of government promotion and its sub-dimension level have a significant positive impact on farmers’ cognition,and the order of the impact effect is: promotion depth > promotion breadth > promotion intensity.Government promotion and its sub-dimensions have different degrees of positive moderating effects on the relationship of information literacy and its sub-dimensions affecting farmers’ cognition.The impact of information literacy and government promotion on farmers’ cognition has a more obvious effect on farmers with higher levels of family income and social capital and education at the middle school level.(4)By analyzing the influence of information literacy and government promotion on the adoption intention of agricultural products e-commerce,the study found that in terms of the adoption intention of agricultural products e-commerce,the overall level of information literacy has a significant positive impact on farmers’ willingness to adopt,and the dimension of information literacy has a significant impact on the willingness to adopt,and the order of effect is: information knowledge>information awareness>information ability.Government promotion has a significant positive incentive effect on farmers’ adoption willingness,the influence of government promotion sub-dimensions on farmers’ adoption willingness is in the following order: promotion breadth > promotion depth > promotion intensity.Government promotion and its sub-dimensions have different degrees of positive moderating effects on the relationship between information literacy and its sub-dimensions affecting farmers’ adoption willingness.Farmer’ cognition plays a partial mediating role in the role of information literacy and government promotion on adoption intention,information literacy and government promotion has a greater impact on the willingness to adopt the micro-business model,and plays a more obvious role in the group of farmers with higher social capital.(5)By analyzing the impact of information literacy and government promotion on the adoption of agricultural products e-commerce,the study found that information literacy has a significant positive impact on adoption decisions and the degree of adoption,government promotion has a significant positive impact on adoption decisions,and it’s dimensions have a significant positive impact on adoption decisions.The order of effect is: promotion breadth >promotion depth > promotion intensity,government promotion has a significant positive impact on the degree of adoption,and the order of the effect of sub-dimension on the degree of adoption is: promotion depth > promotion breadth > promotion intensity.Government promotion has different degrees of positive moderating effects in the relationship between information literacy and adoption behavior.The moderating effects of sub-dimensions in information literacy affecting adoption decision-making are in the following order: promotion depth > promotion breadth > promotion intensity.The order of the moderating effect in the degree of adoption is: promotion depth > promotion intensity > promotion breadth.The impact of information literacy and government promotion on adoption decisions and adoption levels is more pronounced among farmers with higher household income levels and educational attainment and richer social capital.(6)By analyzing the impact of information literacy and government promotion on the adoption of agricultural products e-commerce,the study found that in terms of the income,the adoption of agricultural products e-commerce significantly promoted the increase in apple sales revenue,and the income-increasing effect of agricultural products e-commerce adoption is obviously heterogeneous among groups with different different social capital levels and different agricultural product e-commerce adoption models.Agricultural product e-commerce adoption plays a partial mediating role in the relationship between information literacy and government promotion affecting apple sales revenue.In terms of apple production efficiency,the adoption of agricultural products e-commerce significantly promotes the improvement of agricultural production efficiency.Moreover,the effect of e-commerce adoption of agricultural products on the improvement of agricultural production efficiency has obvious heterogeneity among farmers with different social capital levels and different business scales.The adoption of agricultural products e-commerce plays a mediating role in the relationship between information literacy and government promotion affecting agricultural production efficiency.(7)According to the empirical research results,put forward policy suggestions:strengthen the education and training of farmers,improve the level of information literacy;give play to the guiding role of the government,improve the support and promotion system;coordinate multiple forces,improve financial support measures;establish and improve laws and regulations,improve e-commerce supervision efforts;attach importance to infrastructure construction and create a good e-commerce ecosystem;promote multi-link operation innovation and improve the standardization level of apple production. |
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