Research On The Development Of E-commerce For Rural Households In Huaiyang County

In recent years,with the development of the "Internet +",the development of rural e-commerce is becoming more and more quickly.Since 2015,the Chinese government has formulated a series of policies on the development of rural e-commerce by the Central First Documen and the related documents.Thus it can be seen that the country places great expectations on developing the Rural e-commerce to solve the problem of "agriculture,rural areas and farmers".Huaiyang's government responds to the appeal of the policies and actively explores agricultural e-commerce development mode,and has obtained some achievements,but there are also some problems,such as the participation enthusiasm of peasants is not high and e-commerce service does not reach the designated position,etc.So it's necessary to put peasants as the center of the angricultural and special local products ecommercial research.It may give the government and the related social organizations to provide the reference for building agricultural e-commerce development model.Based on the Value Adoption Mode,the rational factors which lead the peasants to take part in the angricultural and special local products e-commerce are put forward,including perceived cost and expected return.They will affect the electricity business sentiment.According to the social impact theory,irrational factors which make the peasants take part in the angricultural and special local products e-commerce are put forward,including the social norms,demonstration to take the lead,family support.They will affect the electricity business sentiment too.Through the analysis of the above two factors,the influence factors' model of angricultural and special local products e-commerce intention is constructed.The data is collected by the questionnaire,and the influence factor model is verified by the structural equation model.According to the characters of the peasants and their willingness in the questionnaire data,the peasant households are identified accurately in HuaiYang.They are divided into the front-end and back-end peasants in the agricultural special products supply chain;then the peasant households' needs are identified by the date which is collected by unstructured interviews;at last,the support services are provided according their needs.At the same time drawing on the successful e-commerce model—SuiChang model to build HuaiYang model,which is built to peasants as the center of the development of angricultural and special local products e-commerce.Based on analysis of influencing factors about the peasants who participate in the agricultural special products electric commercial development in HuaiYang county and the research of HuaiYang model that is built to peasants as the center of agricultural special products electric commerce by drawing lessons from successful experience,the following Suggestions about using agricultural special products electric commerce for the development of HuaiYang county are offered:(1)In order to encourage peasants to actively involved in the development of agricultural special products electric commercial,some measures are taken,such as lower costs,increase income;build atmosphere,set up the typical measure and so on.(2)In order to solve the poor peasant households of different pain points and improve the management effect of peasants,some useful steps are taken,such as form and maintain electricity integrated services platform,actively join the external resources and so on.Ultimately the goal of poverty alleviation and increasing income will be achieved.According to the actual situation of HuaiYang county,around the micro main body,this paper discusses the influencing factors about the peasants who participate in the agricultural special products electric commercial development in HuaiYang county,and then accurately identifies the poor peasant households of HuaiYang county,finally builds the model--HuaiYang model that is built to peasants as the center of agricultural special products electric commercial development by drawing lessons from successful experience.These are this paper's innovation.