The Willingness Of Poor Households To Participate In Poverty Alleviation In Rural E-commerce And Its Influencing Factors

Rural e-commerce poverty alleviation is one of the key projects of poverty alleviation and development in China in the new era.The purpose is to make the poor people increase their incomes and get rid of poverty.Obviously,the participation of poor people is its premise and core.Therefore,exploring the influencing factors of poor people's willingness and behavior in rural e-commerce poverty alleviation is of great significance for improving the enthusiasm and initiative of poor people to participate in rural e-commerce poverty alleviation and improving the efficiency of rural e-commerce poverty alleviation.The thesis firstly analyzes the willingness of poor households to participate in the rural e-commerce poverty alleviation based on the theory of planned behavior and existing research results,and proposes relevant influencing factors.Then,based on this,combined with the field survey data of poor households in Beichuan County,using descriptive statistical analysis,cross-analysis and logistic regression analysis,the paper gradually reveals the willingness and influence of poor households in rural e-commerce poverty alleviation.The correlation between factors and the degree of influence of various factors on the willingness of poor households to participate.Finally,the conclusions of the research are summarized and the countermeasures are proposed.Through the research,the paper draws the following conclusions:(1)The propaganda of the rural e-commerce poverty alleviation policy is insufficient,and the poverty-stricken households need to improve their understanding of rural e-commerce poverty alleviation.(2)The willingness of poor households to participate in poverty alleviation in rural e-commerce is relatively strong.(3)The main reason why poor households participate in rural e-commerce poverty alleviation is to get jobs and solve the problem of agricultural product sales.(4)The main reason why poor people are unwilling to participate in rural e-commerce poverty alleviation is the lack of rural e-commerce skills.(5)Cross-analysis results show that the gender of the head of the household,the education level of the head of the household,the promotion of employment recognition,the promotion of product sales recognition,the promotion of income and poverty alleviation,the frequency of e-commerce poverty alleviation,the participation of friends and relatives,the number of participation in skills training,rural Factors such as e-commerce poverty alleviation have a significant positive impact on the willingness of poor households to participate;household per capita income has a significant negative impact on the willingness of poor households to participate;the age of the head of household has a negative U-type influence on the willingness of poor households to participate,The willingness of people to participate is significantly higher than that of young people and the elderly;the number of family labor has no significant impact on the willingness of poor households to participate.(6)The results of regression analysis show that from the perspective of the influence of variousfactors,the degree of education of the head of the household,the promotion of employment recognition,the promotion of product sales recognition,the frequency of e-commerce poverty alleviation,the participation of friends and relatives,the number of participation in skills training,rural electricity Factors such as the understanding of poverty alleviation have a significant positive impact on the willingness of poor households to participate;household per capita income has a significant negative impact on the willingness of poor households to participate.According to the degree of influence of various factors,the rankings are: rural e-commerce poverty alleviation,promotion of employment recognition,e-commerce poverty alleviation frequency,household education level,promotion of product sales recognition,participation of friends and relatives,participation skills Number of trainings,family income per capita.Based on the research conclusions,the paper puts forward the following countermeasures and suggestions:(1)pay attention to education and training,comprehensively improve the cultural quality and skill level of the poor;(2)increase publicity and comprehensively enhance the awareness of poor people on rural e-commerce poverty alleviation;(3)Cultivate the main body of e-commerce and encourage the poor to participate in the e-commerce industry chain;(4)Increase support and give full play to the government's leading and promoting role.