Research On The Selection Behavior And Influencing Factors Of Farmers' Channel In E-commerce

The Internet plus has been widely used in various field of social production,and has made an indelible contribution to technological innovation and social progress.The government has issued several new policies on "Internet plus agriculture",aiming to use the Internet to promote the upgrading of traditional agriculture and accelerate the development of agricultural modernization.Many entrepreneurs have strategic vision shift to rural areas,the big data,e-commerce and other Internet technology applications in the field of agriculture,promote the formation of online fusion,agricultural products and two-way circulation pattern of agricultural capital and consumer goods to the countryside in the city.In the case of ordinary farmers,the development of e-commerce is not only a way to make the shopping more convenient and affordable,but it's also an important choice to expand distribution and raise family earnings.As an important production base of strawberry in China,Liaoning province has begun to use e-commerce to open new channels for cross-regional sales,which is representative of the selection of fresh produce distribution channels.Therefore,this paper takes the survey data of 298 strawberry farmers in Liaoning province as an example,to study the factors influencing the choice behavior of household e-commerce channels,and the influence of each factor for the development of the rural electricity and provide reference for increasing farmer income.Based on the theory of planned behavior,this study selects the five latent variables of rural households' e-commerce attitude,subjective norm,perceptual behavior control,choice intention and choice behavior to construct theoretical model,and proposes four research hypotheses.In conjunction with the relevant research and the reality,24 observational variables for five different variables are selected,and have a questionnaire for this study.To do a descriptive statistical analysis of the 298 valid questionnaires of the research recycling by using SPSS19.0 software,and it tests the reliability and validity of the data.a model of the structural equation is constructed,test the fitness of the model by using AMOS22.0 software.And analyze the empirical results,and discuss the role and influence of each factor on the choice behavior,the four hypotheses in this paper are verified.The research shows that:(1)The farmers' e-commerce attitude,subjective norms,and perceptual behavior control have a significant positive effect on the choice intention,the path coefficients are 0.704,0.168,and 0.143 respectively,and the selection intentionhas a significant positive effect on the selection behavior.The path coefficient is 0.730,which verifies the applicability of the theory of planned behavior in the study of farmer e-commerce channel selection behavior.Among them,the role of e-commerce attitudes is obviously greater than the subjective norms and perceptual behavior control.(2)Farmers' attitude towards e-commerce channels is more measured from the perspective of family interests.When deciding whether to choose e-commerce channels to sell strawberries,farmers should give priority to the contribution of e-commerce channels to household income,with a path coefficient of 0.843.(3)When deciding whether to choose the e-commerce channel for selling strawberries,the farmers who have already done e-commerce will play a very important role in leading other ordinary farmers.The path coefficient is 0.844.The e-commerce pioneers suggested that the farmers should do Important reference in making decisions.(4)Among the farmers' perceptual behavior control,the farmers' understanding of the policies,the information and technology they possess are important reference factors influencing the e-commerce channel selection behavior,and the path coefficients are 0.957,0.928,and 0.547,respectively.Finally,according to the results of the empirical analysis,put forward four countermeasures and Suggestions:(1)the propaganda of ideas,guide farmers to form a positive e-commerce attitude.(2)Create a good public opinion supervision environment,and strengthen the subjective norms of farmers.(3)Promote the training of e-commerce technology,enhance the control of the perception of farmers.(4)Foster actively the model of e-commerce demonstration,and promote the transformation of farmers' "choice intention" to "choice behavior".