Study On Factors Affecting The Performance Of The Rural Taobao Service Station

From 2014 to 2017,the Central No.1 Document are clearly proposed the development of rural e-commerce.The development of rural e-commerce is an important measure to promote the structural reform of agricultural supply side,which is of great strategic significance to build a new momentum for the development of rural economy,promote the quality and efficiency of agriculture and increase farmers’ income.Many government departments have also said it would take more initiatives to promote the development of rural e-commerce,which highlighted the need to promote the construction of rural e-commerce public service system.Rural e-commerce public service system is to break through the rural information flow and logistics flow bottlenecks,providing basic services for the rural masses of e-commerce.It is possible to make agricultural products into the city and industrial products to the countryside.Governments and Alibaba jointly build the rural Taobao service station,which is an important part of of rural e-commerce public service system.As more and more rural Taobao service station are established,how efficient operation is placed in front of rural e-commerce.In order to make rural Taobao service station provide efficient and quality services for rural e-commerce,this study will discuss the key factors affecting the rural Taobao service station performance,put forward the effective way to improve the rural Taobao service station performance,let the rural electricity supplier has become an important power to promote agricultural supply side structural reform,and promote the rural economy to faster and better direction.In this paper,Firstly,on the basis of field investigation,the paper analyzes current situation and problems of the development of the rural Taobao service station.Then,based on the theoretical analysis of the factors affecting the performance of the rural Taobao service station,this paper constructs an empirical model of the factors affecting the performance of the rural Taobao service stations.Then,this paper uses Stata software and questionnaire survey data to analyze the factors affecting the performance of the rural Taobao service station.Come to conclusions:First,the population scale,the traditional consumption concept,the villagers’ consumption ability,the logistics infrastructure,the comprehensive quality of managers and other issues have restricted the development of the rural Taobao service station.Second,from the perspective of the rural Taobao service station,set up years,business model and station scale were significant positive related to the performance of the rural Taobao service station;Third,from management level,the financial strength of the rural Taobao service station manager,human exchanges were positively related to the performance of the rural Taobao service station,the quality of personel,purchasing experience and contact with the foreign has no significant relationship with the performance of the rural Taobao service station;Fourth,from the environment perspective,the size of the resident population,the villagers net consciousness and traffic convenience were positively related to the performance of the rural Taobao service station,competitive strength and villagers per capita income has no significant relationship with the performance of the rural Taobao service station.The innovation of this research:(1)Based on the framework of TOE theory,this paper constructs a more appropriate and complete theoretical framework for the influence factors of the rural Taobao service station.(2)From theoretically,enrich the content and methods of the study on rural e-commerce;From reality,it provides a reference for Alibaba and the government to develop rural e-commerce and solve the problem of agriculture,rural areas and farmers.(3)This research the field visiting survey,the online questionnaire and telephone survey,and the first time using the econometric model to empirical analysis the influence factors of the rural Taobao service station.