Research On Farmers' E-Business Willingness And Influencing Factors In Beijing Suburbs

The development of rural e-commerce is one of the important ways to precisely alleviate poverty and get rid of poverty.Farmers selling agricultural products through e-commerce can effectively solve many problems,such as high transaction costs,excessive intermediate links,unstable transaction prices and unsalable agricultural products,which are caused by the decentralization of agricultural production and the asymmetric information of farmers themselves,and contribute to the development of agriculture.The author chooses rural areas in suburbs of Beijing as the sample study area,taking Daxing District,Yanqing District and Changping District as the research area,and conducts on-the-spot investigation through the way of questionnaire survey of farmers to understand the basic situation of rural e-commerce in suburbs of Beijing,and takes the basic situation of farmers,production and operation situation,awareness of e-commerce of agricultural products,e-commerce environment of agricultural products,and willingness to develop e-commerce of agricultural products as 1.Through descriptive analysis and SPSS chi-square test,this paper explores the influence degree of each variable on farmers' willingness to participate in e-commerce through the difference test of each variable on farmers' willingness to participate in e-commerce of agricultural products,and takes the vanilla production and marketing professional cooperative in Huangtuliang Village,Dazhuangke Township,Yanqing District as an example.Based on the empirical analysis of farmers' willingness to e-commerce and its influencing factors,this paper explores the e-commerce model of rural households in Beijing suburbs,and proposes to strengthen publicity and training,enhance farmers' awareness of e-commerce,set up a leading team of rural e-commerce,and implement standardization of agricultural product names and gradation of quality.Supporting "one village,one product";strengthening the support of government departments for agricultural e-commerce financing projects;adhering to the "e-commerce poverty alleviation",forming the "leader + professional cooperatives + technology support + third-party e-commerce enterprises" mode of countermeasures and suggestions.