Study On The Behavior Of Farmers Participating In E-commerce Agricultural Product In Xinjiang

With the popularization of information technology,agricultural products e-commerce has become a new model for the circulation of agricultural products and has been rapidly developed.This new type of business model not only promotes the reform of agricultural structure,but also enhances the competitiveness of agricultural products.It also promotes the rapid development of the “three rural” economy by exerting “superimposing effect” and “multiplier effect”.From 2013 to 2018,the No.1 Document of the Central Committee mentioned the promotion role of rural e-commerce in rural economic and social development for six consecutive years,and pointed out that e-commerce is an important information technology to solve the problem of agricultural product circulation.Among them,agricultural products e-commerce can not only undertake the important role of agricultural products and industrial products,but also accelerate the construction of a bridge between China's small-scale peasant economy and market economy,and increase the ability of farmers to resist planting business risks,thereby further optimizing agricultural product sales.The structure has ensured the safety of agricultural products in China,and the important role in maintaining the balance between supply and demand of agricultural products and continuously increasing farmers' income has become increasingly prominent.Xinjiang is located in the northwestern border,with fertile land and abundant agricultural resources.It is also the main area for the country to deploy and develop e-commerce.Since the launch of e-commerce into rural projects,governments in Xinjiang have paid close attention to the popularization and application of e-commerce in rural areas,and have focused on agricultural products,but farmers are the main beneficiaries of the government's promotion of e-commerce for agricultural products,and their enthusiasm for participating in agricultural e-commerce.It is not high,and the traditional market trading method is still the main mode of agricultural production and marketing management of farmers in Xinjiang.It is worth pondering that agricultural products e-commerce has obvious performance advantages compared to traditional market trading models.Why do most farmers do not participate in it? What are the key factors that hinder farmers from participating in behavioral decision-making? This is a realistic problem that must be answered to increase the income of farmers,help farmers to achieve poverty alleviation,accelerate the development of e-commerce in Xinjiang agricultural products,and promote the adjustment and reform of agricultural structure.At present,domestic and foreign scholars' research on farmers' participation in agricultural products e-commerce behavior mainly focuses on social objective factors,and less consideration is given to farmers' own strength and psychological factors.Through consulting a large number of documents,it is found that the participation behavior of farmers is formed by multiple factors,both internal and external.It is necessary to consider not only the farmers' perception of participating things,but also their own strength,reference to the behavior of others and the impact of transaction costs.Therefore,from the multiple factors to explore the decision-making process of farmers' agricultural products e-commerce participation behavior,we can understand the factors affecting the farmers' participation behavior and the internal relations of these factors,and propose corresponding optimization measures to enhance the enthusiasm of farmers to participate in agricultural products e-commerce.This has important theoretical and practical significance for improving China's agricultural product e-commerce policy,improving agricultural products and maintaining the balance of supply and demand of agricultural products.Based on the actual background and research status,this study conducted data collection on 300 households in 5 townships in X County,the earliest national e-commerce demonstration county in Xinjiang through questionnaire survey and informal interviews.The theoretical model of farmer participation behavior,using econometric method,constructing structural equation model,using SPSS22.0,AMOS23.0 analysis software,empirical analysis of the internal mechanism of agricultural products e-commerce farmers' participation behavior,combined with specific case analysis The characteristics of farmers' participation behaviors and existing problems have been explored in order to formulate e-commerce policies for the government,effectively guide farmers to take advantage of the development of agricultural products e-commerce,and then provide a basis for farmers' income.The main research conclusions are as follows:(1)The research focus on agricultural products e-commerce has shifted from terminal consumers and intermediate entities to front-end farmers.(2)The questionnaire passed the letter and validity test,indicating the reliability of the questionnaire.The test of fitness and other tests shows that the structure is reasonable.It is reasonable and applicable to prove that the extended plan behavior theory is applied to the participation behavior of agricultural products for farmers.(3)The willingness of farmers to participate in e-commerce is mainly influenced by behavioral attitudes.The positive promotion of subjective norms and perceived behavioral control,the participation behavior is positively promoted by the willingness to participate and the transaction costs.(4)The family resource endowment has not passed the relevant test for the standardized path coefficient of the willingness and behavior of e-commerce participation in agricultural products.Although it is inconsistent with the research conclusions of relevant scholars,the author has made a more likely explanation based on the actual situation of the research.(5)through the analysis of five representative cases in the study area,it is concluded that the farmers participate in the e-commerce behavior of agricultural products.Mainly knowledgeable,self-organizing,entrepreneurial spirit,etc.The factors restricting farmers' participation in agricultural products e-commerce are mainly distributed in infrastructure,brand quality certification,professional talents,operating costs,etc.(6)Based on empirical research and case analysis,respectively,from the development basis,development environment and various parties of agricultural products e-commerce It has put forward practical and feasible optimization strategies in terms of radiation and the level of participation of farmers.