Research On The Behavior Of Farmers’ Use E-commerce

Agriculture as a primary industry,is the basis of the national economy,only the agricultural industry to lay the ground to stabilize social development,but also to promote the development of other industries on the cornerstone.As a result of China’s agricultural production on the dispersion and the farmers themselves on the information asymmetry and other factors lead to the sale of agricultural products in the transaction costs are high,information asymmetry,too many intermediate transactions,trading prices and other issues unstable.2015-2016 Central 1 document clearly proposed to develop e-commerce,mobile Internet marketing and third-party electronic trading platform and other new forms of circulation,in the "Internet +"background,the Internet as the representative of the new economy and traditional agriculture The integration mode of operation is a useful way to solve the plight of China’s agricultural products market.The use of modern technology,especially the use of e-commerce sales of agricultural products for the circulation of agricultural products to bring new channels and new ways for the development of agriculture to bring new opportunities and opportunities for development.However,in the use of a large number of agricultural products in the participation of e-commerce,the majority of farmers there is a weak ability to use e-commerce technology,weak anti-risk and other disadvantages,compared with other participants,the majority of farmers use There is no obvious advantage in the channel of agricultural products.Therefore,the author analyzes and analyzes the behavior of farmers in the use of agricultural products,analyzes the characteristics of the individual and family of farmers and the characteristics of e-commerce,analyzes the situation of farmers’ planting,the use of the Internet and the government’s support for different e-commerce The fifth part,the empirical analysis and the result analysis are carried out on the factors influencing the farmers’channel.The final conclusion of this paper is put forward,and the corresponding policy suggestions are put forward according to the conclusion of this paper.Based on the theory of farmer’s behavior and other related theories,this paper analyzes the influencing factors of farmer’s use of sales channels of agricultural products,and points out the policy of farmer’s household,age,educational level,agricultural cultivation scale,agricultural resource endowment condition and government support Sexual factors will have an impact on the behavior of farmers using agricultural products sales channels.In this study,the rural areas of Youxi County,Jianning County and Shaxian County were selected as the sample study area,and the farmer’s basic characteristics were obtained through the farmer’s questionnaire survey,the farmer’s basic characteristics,the farmer’s agricultural production and operation,The awareness of the e-commerce channels of agricultural products,the willingness of farmers to use e-commerce channels for agricultural products,the behavior of farmers to use agricultural products e-commerce channels and the local government’s support measures for the development of agricultural products e-commerce.On the basis of the first-hand investigation,this paper makes a quantitative analysis on the influencing factors of farmers’ sales channels of agricultural products,and whether the farmers use the sales channels of agricultural products for the explanatory variables,the age of the farmers,the degree of education,whether to participate in the cooperative organizations,The scale of cultivation,the income of agriculture,the training of electricians,the convenience of transportation,whether it is online shopping,whether it has computers and networks,and so on.Explore the key influencing factors and influencing factors of farmers’ use of agricultural products.Finally,according to the empirical results,how to promote farmers to use electricity to sell agricultural products to explore,for the development of agricultural products in Fujian to provide a reference.Through the investigation and study shows that the current stay in rural areas directly engaged in agricultural production staff are older,mainly 40 years of age or older;education is not high,mainly in junior high school and below;agricultural production more than 70%Production;agricultural acreage,mainly less than ten acres of acreage,indicating or small farmers production;agricultural products mainly to wait for home purchase;survey object generally reflects the packaging and transportation is not very convenient;survey generally reflects the logistics is not convenient enough.Willing to directly participate in electricity sales of the survey object does not account for the majority;agricultural products sales is the biggest difficulty is the lack of electricity business talent.The regression analysis shows that the regression coefficient of the profit-aware variable is 0.384,that is,the profit perception is the most influential to the farmers’willingness to use electricity.The regression coefficient of satisfaction is 0.626,that is,the effect of satisfaction on the sustainable use of electricity There are differences in the usefulness of the sales of electricity sales;different age on the use of electricity business platform sales channels are different from the questionnaire survey the actual situation,the young people tend to electricity business,and the next year is more biased towards traditional sales channel.Combined with the article research,this paper suggested that from the encouragement of returning to college students engaged in sales of agricultural products;to change the current electricity business subsidies;cultivate leading agricultural products leading enterprises;accelerate the flow of agricultural products in the field of information technology;vigorously develop cold chain logistics and other related agricultural products Logistics channels;strengthen the e-commerce infrastructure and protection of agricultural products,and other aspects of the proposed countermeasures..