Research On The Factors That Affect The Development Of Electronic Commerce Of The Special Agricultural Products In Guizhou Province

Since 21 st century,with the rapid development of network information technology,people have stepped into a new era of network economy.People's life and the production style have changed a lot,because the Internet technology is not restricted by time,space and region.In the field of Commerce trade,Internet technology completely subverts the traditional concept of business and style of trade.E-commerce has developed rapidly,which is a new way can break the geographical restrictions,reduce transaction costs and circulation with a fast and efficient business model.China is a traditional agricultural country,which has a great advantage on agricultural resources and a wide variety of agricultural products.However,due to the small-scale agricultural production and the reality of decentralized management,seasonal,regional,structural surplus of agricultural products happened frequently.The asymmetry of information,the circulation is not smooth and the characteristics of agricultural products are not easy,restrict the development of agriculture in our country greatly.Guizhou province relying on its typical karst landform and distinct climatic characteristics gestated a lot of pedigreed,outstanding and rare agricultural products.But it is also restricted by geographical conditions,backward logistics and other reality conditions.These agricultural products with distinctive features and obvious comparative advantage can't go out of Guizhou province.The contradiction between selling and buying expensive production not only restricts the income of farmers in Guizhou Province,but also greatly hinders the development of agricultural modernization and economy in Guizhou Province.However,e-commerce will combine the modern information technology and the agricultural production marketing activities.The advantages of unparalleled information sharing,resource integration,efficient and fast provide us some suggestions to solvethe problems.Based on searching for literature,researching theory,defining related concepts and arranging the domestic and foreign research status,and also based on the current situation of the development of electronic commerce of characteristic agricultural products in Guizhou province,the factors that affect the development of electronic commerce of the local agricultural products in Guizhou province are divided into product factors,environmental factors and factors of the business platform.According to the intention of purchasing from the consumer's perspective,we put forward the research assumption,construct a theoretical model and empirical analysis framework.343 valid questionnaires were collected by the questionnaire.The spss20.0 is used for the single factor analysis of variance and Logistic regression analysis.The study shows that consumers ' gender,education and income characteristics have no significant effect on online shopping.While age and occupation characteristics have a significant effect on online shopping.Young consumers and free individual occupation prefer to buy special agricultural products online.The quality,price,brand,package of product factors influence on consumers' intention of online shopping.Updating speed,safety and design platform of the platform factors influence on consumers' online shopping intention.The logistics construction and policies and regulations of environmental factors influence on consumers' intention of online shopping.The delivery time and service attitude of businesses factors influence on consumers' intention of online shopping.Based on the above research conclusion,this paper puts forward some opinions which accelerate the development of electronic commerce of characteristic agricultural products in Guizhou Province such as: focusing on brand building,enhancing the awareness of marketing,improving the logistics system,formulating laws and regulations,to promote the development of electronic commerce of local agricultural products in Guizhou province,and provide a little help to promote agricultural modernization in Guizhou province.