Study On The Influence Of Farmers' Cooperatives' E-Commerce Participation On Their Performance

With the constant attention on agricultural development of the 19 th National Congress,the "Central No.1 Document" was proposed to promote the rural revitalization strategy,promote the theoretical innovation,practical innovation,and institutional innovation of the "three rural" work,promote the scale and modernization of agricultural production,and increase farmers' income.After decades of development,the farmer cooperatives have achieved great success and have played a major role in the implementation of the rural revitalization strategy.In order to adapt to the rapid development of the times,the farmers' cooperative e-commerce,as a new type of economic production mode,effectively provides advanced scientific calculation results for cooperative economic entities,including cloud computing and cloud platform algorithms,capital purchase,crowdfunding,agricultural information technology services,agricultural production,processing,sales,and post-service.Therefore,promoting the combination of new forms of cooperative e-commerce,using new business models and business ideas,can help cooperatives reduce their operating costs,broaden the marketing channels of agricultural products,increase the income of cooperatives and improve the satisfaction of members.This paper first constructs the e-commerce behavior mechanism of farmer cooperatives based on the e-commerce behavior of agricultural products,including three major components: e-commerce behavior time,e-commerce behavior participation degree,and e-commerce behavior density.Based on 100 cooperative e-commerce companies in Jiangxi,Sichuan and other provinces,the status quo of behavior could be divided into the three components above.Secondly,on the basis of the methods and evaluation of the performance of existing farmers' cooperatives,the evaluation system is supplemented,and the performance evaluation system of farmers' cooperatives is constructed and obtained through the field.The survey data uses factor analysis to measure performance and analyze the status of cooperative performance.Thirdly,by constructing multiple linear regression model analysis,the relationship between farmer cooperative e-commerce behavior and performance is analyzed.Finally,based on the final research results,this paper summarizes the corresponding conclusions and puts forward relevant suggestions for the conclusions to improve the performance of farmers' cooperatives.The empirical research on the performance of cooperative e-commerce participation shows that: First,cooperative e-commerce participation and cooperative performance are significantly positively correlated;second,the longer the cooperative e-commerce participation time,the more favorable the cooperative performance improvement;Third,the higher the participation of cooperative e-commerce,the more favorable the performance of cooperatives;Fourth,the more participating e-commerce companies participate in the platform,the more beneficial to the performance of cooperatives.