Study On The Willingness And Influencing Factors Of Rice Growers' Opening Online Stores In Bohai Town

Opening online stores on well-known e-commerce platforms can publish the latest information of agricultural products,supply and demand,prices and market quotations to the public at the first time through the Internet,thus speeding up the dissemination of information on agricultural products,overcoming the shortcomings of information asymmetry in the traditional sales model of agricultural products,and improving the real-time,transparent and interactive information between the two parties is of great significance to promote the sale of agricultural products.In view of this,this paper takes Bohai Town as the research area,based on the actual survey data,behavior theory and rational economic man theory,using the binary logistic regression model,discusses the farmers' willingness and the influencing factors to open online stores,and formulates the relevant policies for e-commerce of agricultural products for Bohai Town to promote the health of e-commerce of agricultural products,and provides theoretical reference for development.The research results in this paper are as follows:(1)The willingness of growers to open stores.Of the 183 samples surveyed,42.62% were willing to open online stores and 57.38% were unwilling to open online stores.It shows that farmers in Bohai Town are not very enthusiastic about opening online stores,so it is necessary to strengthen the guidance and improve the enthusiasm of farmers to develop e-commerce of agricultural products.(2)Factors affecting the willingness of growers to open online stores.Logistic regression model analysis showed that age,educational level,whether to participate in rural e-commerce training,planting types,whether to plant rice or establish a family farm,whether there is a computer in the home,whether there is a logistics network in the administrative village,whether the growers can easily access to online shop design services,township government's propaganda of setting up agricultural products online stores and whether they have the conditions of government policy support are the important factors affecting the farmers' opening of online stores.(3)Promote the strategy of planting flowers and opening online stores.According to the results of the study,Bohai Town should strengthen the publicity and training of e-commerce,improve the supporting policies and logistics distribution system,take high-educated growers,large growers and family farmers as the key development targets of opening online stores,encourage the use of online stores services,and improve the level of social service of online stores.The results of this study will help promote the development of rice e-commerce in Bohai Town,improve the scope of rice sales,and further activate the rural economy.