Research On Impact Of Transaction Costs On Farmers' E-commerce Behavior

In recent years,the development of internet communication promote the rise of agriculture e-commerce,enhance the information exchange between buyers and sellers,expand the sales channels of agricultural products,effectively reduce the circulation costs,transaction costs and market risks of agricultural products.Among them,transaction costs are an important factor influencing market competitiveness of fruit farmers.The operation of small farmers is relatively scattered,and the sales volume they purchase and sale is small,the market competitiveness is too weak,which result in their transaction costs in sales process are too high,reduced their chances to enter the market.Therefore,from the perspective of transaction costs,this paper studies the e-commerce behavior of fruit farmers,which not only conforms to development of agricultural products' e-commerce,but also provides farmers some suggestions to protect their interests.This paper summarizes the research about the transaction costs,farmers' e-commerce behavior and the impact of transaction costs on farmers' market behavior at home and abroad,and on this basis,it gives general description on the fruit industry in China and the fruit industry in research sites,and it selects Liandu district,Lishui city,Zhejiang province and Jianshi county,Enshi Prefecture,Hubei province as research sites,and we randomly select 6 villages in every research site to do our questionnaire surveys,and we got 507 valid questionnaires,we use Binary Logistic model to analyse the impact of transaction costs on fruit farmers' e-commerce participation behavior,then we take cluster estimation and robustness test.In addition,this paper also extracts e-commerce participation sample farmers,use Tobit model to analyse the impact of transaction costs on the sales channels that the e-commerce participation fruit farmers' choose.The empirical results show that:(1)The impact of transaction costs on the e-commerce behavior of participation fruit farmers specially reflected in the negotiation costs and execution costs,the difference between the transaction price and the the psychological expected price and the fruit farmers' concern on the agricultural products' quality certification in the negotiation costs have significant impact on fruit farmers e-commerce behavior,the settlement method and weather the fruit farmers bear the transportation costs in the execution costs have a significant impact on fruit farmers' choice ofe-commerce sales channels;(2)In terms of household characteristics,the age,planting area and regional variable have significant impact on fruit farmers' e-commerce behavior;(3)Information costs,negotiation costs,and implementation costs all have impact on fruit farmers' choice of sales channels,regional variable has a greater impact on the choice of sales channels,and also have impact on micro-business,online business and the way of acquisition.In order to promote fruit farmers to effectively connect with large markets,improve fruit industry circulation system in China,and ensure the healthy development of fruit industry,this paper proposes the following policy recommendations based on statistical results:(1)Improve the construction of agricultural product information platform and cold chain logistics system;(2)Standardize Fruit market trading process,attaches importance to agricultural product quality and safety certification;(3)Encourage young groups to join agricultural groups and rationally arrange the staffing of e-commerce operations;(4)Develop local-specific e-commerce service system for agricultural products according to local conditions;(5)The propaganda of large-scale agricultural products and e-commerce encourages farmers to start e-commerce business.