Research On The Factors Influencing Farmers' Safety In Production From The Perspective Of Electronic Commerce

With the rapid development of e-commerce of agricultural products,e-commerce of agricultural products as a new way of trade of agricultural products not only expands the sales market of agricultural products but also brings higher requirements to the quality and safety of agricultural products.The safe production behavior of farmers will directly affect the quality and safety of agricultural products.The ultimate goal of farmers in agricultural production is to maximize the benefits,at present,due to the imperfect market mechanism and the lack of government supervision in our country's agricultural products,farmers are easily driven by the interests in the agricultural production activities,which leads to the nonstandard of the production behavior of agricultural products,which brings hidden trouble to the quality and safety of agricultural products.It is an effective measure to guide and improve the safe production behavior of farmers in order to guarantee the quality and safety of agricultural products.The research of this paper is based on 106 effective questionnaires and 101 questionnaires on the effective questionnaire of farmers engaged in e-commerce of agricultural products in Anhui Province and Hubei province of China in 2017,aiming at factors such as individual factors,family management,agricultural market choice,agriculture technology training and policy influence.Through the establishment of logistic model,the influence factors of farmers ' safety production behavior were analyzed,and the results showed that the age,the family area,the choice of seed market and the agricultural technology training had a significant influence on the safety production behavior of farmers.The average farmer's age,the family area,the proportion of agricultural income and the training of agricultural technology have influenced the safety production behavior of ordinary farmers.In order to study the difference of safe production behavior among agricultural products,the paper compares and analyses the individual characteristics,family management,agricultural market choice and agriculture technology training of farmers and ordinary farmers engaged in e-commerce of agricultural products.This paper analyzes the differences of the factors affecting the safety production behavior of the e-commerce farmers and the ordinary farmers,and provides some suggestions for improving the safety production behavior of the farmers.