Research On The Influencing Factors Of Farmers’ Willingness To Cooperate With New Rural Brokers Under The Background Of E-Commerce

Rural e-commerce is the application of e-commerce in rural areas.It is an e-commerce model based on farmers,agriculture,and agricultural products.In 2014-2018,the Chinese government successively issued several important documents and guidelines to promote the development and implementation of rural e-commerce.With the efforts of the government,enterprises,intermediaries,and farmers,rural e-commerce is developing rapidly with unprecedented momentum.Riding on this strong development momentum of rural e-commerce,rural rural areas have successively emerged a series of new rural brokers represented by Alibaba’s “Taobao Partner” as a carrier for agricultural product ascending and industrial products to go down with local farmers.Close trading cooperation.However,in the process of cooperation,due to the inconsistency of farmers’ willingness to cooperate,different farmers and rural brokers expressed different cooperation results.In view of the willingness of cooperation between farmers and brokers,the past researches have mostly been based on principal-agent theory,transaction cost theory,and new institutional economics theory.From the perspective of internal factors of farmers,there has been little research on the issue.Therefore,in order to better consider the intrinsic factors that affect farmers’ willingness to cooperate,this paper builds a research framework for rural farmers’ willingness to cooperate with rural brokers under the background of the Planned Behavior Theory(TPB).The 177 farmers in Qingyuan City,Jieyang City,Maoming City,and Gaozhou City conducted field research and analyzed in detail the willingness of rural households to cooperate with rural brokers in the context of e-commerce and their influencing factors.The results show that rural households generally trust rural brokers.This is also because most rural brokers are local people and local farmers trust them.At the same time,farmers and rural brokers generally have a certain amount of time dealing with each other,which shows that in the context of e-commerce,most rural households accept the attitude of a new rural broker represented by “Taobao partners”.Through the empirical test of the structural equation model,we further found that: First,behavioral attitudes have a positive impact on farmers’ willingness to cooperate.Second,perceived behavioral control has a positive impact on farmers’ willingness to cooperate.Third,subjective norms have no significant effect on farmers’ willingness to cooperate.Fourth,government support has a positive impact on farmers’ behavioral attitudes.Fifth,the trust of farmers has a significant impact on the subjective norms of farmers.Sixth,the trust of rural households has a significant impact on behavioral attitudes.Seventh,the trust of rural households has a significant impact on perceived behavioral control.Eighth,perceived benefits have no significant effect on the attitudes of farmers.Ninth,perceived risk has no significant effect on farmers’ behavioral attitudes.Based on the above research results,this paper puts forward the following recommendations:(1)Government: Continue to strengthen infrastructure investment and construction,provide high-quality and high-quality network and logistics protection;establish and improve support policies for rural e-commerce and rural brokers.The peasant households should actively guide the ideology;establish and improve an effective credit mechanism,and provide a safe and secure credit environment for cooperation between peasant households and rural brokers.(2)Rural brokers: Strengthen their own quality,increase farmers’ trust in themselves;establish and improve the new rural brokers’ standard system,and unify industry codes of conduct.