Based On The PESTEL And DEMATEL Model Analyze The Hunan Agricultural E-commerce Development

This paper based on the PESTEL model to analyze the Hunan’s political, economic, social, technological, environmental and legal factors, depth explored the impact of these factors in Hunan agricultural e-commerce development, and researched the relationship of restrict and promote each other between these factors. Then, on the basis of PESTEL used DEMATEL method to analyze the Hunan agricultural e-commerce development. The analysis results show:(1) According to the central degree index of the factors, the order of its size was: (F6)Basic facilities,3.277; (F7)Agricultural e-commerce website,3.180; (F8)Senior technician,2.899; (F3)Payment security system,2.659; (F1)Government support policies,2.607; (F4)Social credit system,2.544; (F9)Geography and transportation, 2.402; (F5)Cultural quality,2.373; (F2)Logistics system,2.175. The higher the value, the more key it was.(2) According to the reasons index, the reason-factor ranks as the size of the order was:(F1) Government support policies,2.014; (F9)Geography and transportation, 1.174; (F6) Basic facilities,0.377. These factors has a great influence on the other factors, directly influence the Hunan agricultural e-commerce development, were important factors to promote the development of agricultural e-commerce.(3) According to the reasons index, the top three results factors was:(F6) Logistics system,-1.008; (F7)Agricultural e-commerce website,-0.688; (F8) Senior technician,-0.679; (F3)Payment security system,-0.531; (F4)Social credit system,-0.409; (F5)Cultural quality,-0.249;These factors were easy to be affected by other factors, and very active in the whole process, were important guarantee for the sustainable development of Hunan agricultural e-commerce.