Study On The Consumption Willingness And Influence Factors Of Zhuji City Farmers' Participation In The Cuntao 4S Shop

The world has entered the new age of the Internet andE-commerce greatly changes people's life and economy,changes mode and concept of trade,expands the scope and the way of transaction,and continue to subvert the traditional trade form.Beginning in 2014,Zhuji started to carry out rural e-commerce work and built Cuntao 4S shops.As the basic unit of Zhuji Cuntao system,Cuntao 4S shops bear the four functions of shopping guide,consignment,logistics,and distribution.In the process of Cuntao 4S shop building,What degrees of the farmers' willingness to participate andwhich determinants influencing farmers' participation?On these issues,understanding the answers and giving solutionsis of great significance toto promote rural e-commerce work improve the sustainable development of Cuntao 4S shop.This thesis takes Zhuji city of Zhejiang Province as the research object,through the descriptive analysis of interviews from Rural Electronic Commerce Office of Zhuji City Village,participants of Cuntao 4S shop and empirical analysis of interviews from participants and non-participants of Cuntao 4S shop to understand consumers' willingness to participate Cuntao 4S shop and its determinants.Then,proving suggestions for the reform and development of rural e-commerce development and promotion and enrich rural e-commerce related theory.The research results show that:(1)Descriptive statistics results show that the level of understanding of the village of Cuntao 4S shop of rural households in Zhuji Cityis relatively high and the willingness to participate is also relatively high.Among them,“close to home” is the main reason farmers are willing to consume in the Cuntao 4S shop.The main reasons why the respondents who do not want to participate are they are not fully understood Cuntao 4S shop and fear of buying fake goods.This shows that a lot of consumers do not want to participate are mainly because the product quality as well as unfamiliar with this consumer platform.The results of participants' satisfaction of Cuntao 4S shop shows they speak highly of the sales model,logistics mode,service quality,quality consulting staff.Most of the respondents think this consumer platform will be sustainably developed.(2)The empirical analysis results show that respondents gender,age and education,cognition degree of the sustainable development of the Cuntao 4S shop,commodity prices have a significant impact and positive effects on farmers' willingness to participate in the village of Amoy 4S shop while other factors of farmers participation have no significant effect.(3)According to the research results,this thesis puts forward specific policy recommendations to achieve sustainable and healthy development of the Cuntao 4S shop.Including continue to increase efforts to promote the publicity of the Cuntao 4S shop,more precise positioning of consumer groups,improve the logistics capacity and improve the store marketing service and attitude,etc.