The Influence Of Household Endowment On The Performance Of Agricultural Products E-Commerce

Content:Agricultural products E-commerce is becoming an important means to reduce the "circulation obstacle" of agricultural products,accelerate the entry of agricultural products into cities,and promote the organic connection between small farmers and the development of modern agriculture.It breaks through the regional restriction of agricultural products sale,expands the sales radius,reduces the market transaction cost,reduces the circulation link,improves the circulation efficiency,solves the phenomenon of "rural information isolated island",and promotes the development of rural economy.However,at present,farmers have the problem of blindly going online in the course of agricultural products E-commerce,which results in different farmers’ operating performance varying from high to low.Based on the relevant theories,this paper constructs the analysis framework of "SSP paradigm",adopts sample survey data of farmers engaged in agricultural products E-commerce in Jiangxi province,analyzes the performance of agricultural products E-commerce,and from the perspective of household endowment,discusses the factors that affect their performance,thereby provides a way to solve this problem.First of all,the DEA model is used to measure and analyze the performance of farmers engaged in agricultural products E-commerce in Jiangxi Province.Secondly,the Tobit model is used to explore how the four aspects of household endowment influence the performance.Finally come to the conclusion and bring forward the politics inspiration.The study revealed that the performance of agricultural products E-commerce in Jiangxi Province is on the low side,and most of them are in the stage of increasing returns to scale.Among them,the network infrastructure status,the convenience of express delivery,whether farmers own E-commerce brand,stable customer resources and whether E-commerce demonstration households have a positive impact on the performance of agricultural products E-commerce.Therefore,the government should strengthen the infrastructure construction of network,promote the logistics system construction,intensify the brand construction,and encourage demonstration households to play a leading role.Also farmers themselves should pay attention to customer relationship management.