The Evaluation Index System And Empirical Study Of Development Level Of Agricultural E-commerce Platform Under The Background Of Big Data

The agriculture-related e-commerce has been developing rapidly with the continuous expansion of e-commerce market.The daily operation of e-commerce accompanies with a large amount of data.It is an effective means to use big data to analyse to evaluate the development status of agricultural electric commerce under the background of big data.The agricultural e-commerce platform is a key factor for the development of agricultural e-commerce.Judging the development trend and finding out the constrains has a crucial meaning to boost the overall development of agricultural e-commerce.The research on e-commerce has been quite mature both at home and abroad,but due to its late start,the research on agricultural e-commerce platform is relatively lagged,and it still needs to enrich.It is the research focus of this article to evaluate the development level of agricultural e-commerce platform by a reasonably effective way,to analyse the current situation and to find out the problems,according to the characteristic of the agricultural e-commerce platform under the background of the big data.It is necessary to use the technology of big data to obtain the relevant data in the evaluating of the development level of agricultural e-commerce platform since the development level of the agricultural e-commerce platform has a close link wit h the real-time updating and high-frequency data indicators such as platform flow,platform bounce rate,ect.Therefore,this article fully considers the rationality,globality,scientificity,data availability,etc,from multiple perspec tives,based on traditional evaluation methods,and combines the qualitative indicators with quantitative indicators to select representative indicators according to the characteristic of the agricultural e-commerce platform and referring to the index selection of general e-commerce evaluation.Finally,this paper builds the development level of agricultural e-commerce platform evaluation index system from four aspects: platform construction,platform marketing conditions,platform commodity conditions,platform influence and popularity,and it sets up four primary evaluation indexes,nine secondary evaluation in dexes and 27 third-level evaluation indexes.Based on the established evaluation index system,the experts are invited to grade the indicators,and this article uses the analytic hierarchy process(AHP)to obtain the weight of each indicator and finally set s up the evaluation model of the development level of the agricultural e-commerce platform.Based on these,this article selected ten representative agricultural e-commerce platforms to make empirical analysis,then it summarized and analysed evaluation re sults of the sample platform combined with the overall situation of the market,and it also put forward corresponding countermeasures and suggestions aiming at the common problems of the agricultural e-commerce platform and areas where improvement can be optimized.