The Analysis On LongChi Village Farmers Participate Willingness And Influence Factor Of Poverty Alleviation Through E-commerce

With the popularization of the Internet in recent years,the development momentum of rural e-commerce has become more and more prosperous.At the same time,e-commerce poverty alleviation emerges as a new way of poverty alleviation.Against the background of targeted poverty alleviation,the CPC central committee proposed to learn to make use of the power of modern science and technology--the Internet,and carry out poverty alleviation through e-commerce,so as to achieve the goal of common poverty alleviation and prosperity.As the main body of poverty alleviation,peasant households should make plans according to their wishes,which are affected by various factors.Based on accurate poverty reduction strategy as the background,this paper selected the promoting electricity LongChi Village of longjing city of poverty alleviation work pilot provice of farmers as the research object,through questionnaires,field visits and other methods,from LongChi Village according to the present conditions of the lives of the poor,makes an empirical analysis of the influence factors of farmers to participate,by building planned behavior theory model,analysis the influence factors of influence the farmers to participate.The research found that the behavioral attitude has a significant positive impact on the participation intention of farmers,which indicates that farmers,as a rational person,mainly pursue the maximization of income and the substantial improvement of living standard.Farmers believe that participation in e-commerce poverty alleviation can increase income and improve life.The more active the participation attitude is,the higher the participation intention will be.Subjective norms have a significant positive impact on farmers' participation intention.The subjective norms include family support,village cadres and village collectives' support and encouragement.This indicates that people's understanding of e-commerce poverty alleviation policies also brings social pressure to farmers themselves.Government support has a significant positive impact on behavioral intention,which indicates that the greater the government's publicity on e-commerce poverty alleviation,the better the poverty alleviation work will be done and the stronger the participation intention of farmers will be.in addition,there is a significant correlation between ethnic group and education level on farmers' participation intention,as well as restrictions on cultural level and communication barriers of ethnic minorities.All these factors will affect farmers' participation intention.In the future e-commerce poverty alleviation work in Yanbian prefecture,in order to better promote the development of rural e-commerce poverty alleviation work,the following Suggestions are put forward:first,to improve farmers' awareness of rural e-commerce;Second,to build a simplified e-commerce poverty alleviation circulation system;Third,give full play to the supporting role of the government;Fourth,relying on regional culture,to create characteristic agricultural products brand.