Study On Farmer's E-Commerce Adoption Behavior And Income Difference

In order to improve the living standard of rural residents,raise the income of rural residents,improve the living environment in rural areas and narrow the gap between urban and rural areas,the 19 th CPC National Congress put forward a new idea of promoting the well-off society of the whole people in view of the existing national conditions.A new argument.In recent years,Internet plays an increasingly important role in social economy.The combination of modern technology and traditional industry with "Internet" as the core has gradually become an important support in the economic transformation of our country.The rapid development of rural Internet has strengthened the further connection between pre-natal,middle and post-natal agriculture,which is the new motive force of agricultural modernization,agricultural industrialization and farmers' income increase.From 2014 The contents related to "rural e-commerce" have been mentioned in document No.1 of the Central Committee for six years in a row.This year,document No.1 of the Central Committee "continues to carry out comprehensive demonstration activities of e-commerce into rural areas and implement the project of Internet-based agricultural products leaving villages and cities." This content points out a new direction for the development of rural e-commerce in China,and further releases the dividend of e-commerce in rural areas.Rural e-commerce has become the focus and focus of rural revitalization,and received extensive attention from all walks of life.Based on the analysis of the current situation of the development of e-commerce of agricultural products and the adoption behavior of farmers' e-commerce in Liaoning Province,this paper takes 468 strawberry growers(hereinafter referred to as farmers)in Liaoning Province as a sample,based on the existing research results.The thesis is divided into four parts: the first part of the paper corresponds to the first two chapters of the paper,the main content is the research background,the purpose and significance of the research,the theoretical basis and literature review.The first chapter introduces the research background and significance of this paper according to the rapid development of rural e-commerce,and introduces the research goal and content,technical route and possible innovations of this paper.The second chapter is mainly about the theoretical basis and literature review,which defines the academic concepts of e-commerce of agricultural products,the adoption behavior of e-commerce of farmers,income difference and so on,and respectively from the connotation and development of e-commerce of agricultural products,and the adoption behavior of e-commerce of farmers.The status of Farmer's income and its difference in three aspects Review and review.The second part of the paper is the basic description of the investigation scheme design and sample characteristics,and carries on the correlation analysis,which corresponds to the third chapter of this paper.The data in this paper are from the agricultural brand research team of Shenyang Agricultural University inShenyang Xinmin,Dalian Wafangdian and Dandong Donggang,mainly including the sample distribution of the questionnaire,the object of investigation and the way of investigation,and so on.It also describes the basic characteristics of the investigated area from four aspects: the description of farmers' individual and family characteristics,the description of production and management characteristics,the description of farmers' e-commerce adoption characteristics and the description of farmers' e-commerce income characteristics.The third part of this paper is the core chapter,corresponding to the fourth chapter of the paper,this part makes an empirical study on farmers' e-commerce adoption behavior and income difference.Firstly,using the sample data of 468 farmers and using the logistic model,the paper makes an empirical study on the adoption behavior of e-commerce.The results show that age,planting area,and whether they have participated in e-commerce training or not.Understanding the government's support policy for e-commerce in rural areas,encouraging relatives to support e-commerce and other factors have a significant positive impact on farmers' adoption of e-commerce,and the number of labor force and the distance from strawberry garden to the nearest logistics company(express point)have a significant negative impact on the adoption of e-commerce by farmers.Influence in the direction.Secondly,we use the quantile regression model to study the income difference of 317 high school low-income farmers who adopt e-commerce behavior.The study found that the adoption of e-commerce had a significant impact on farmers' income,years of education,the number of workers,the relationship between relatives and friends,whether to participate in e-commerce training,and the distance from the express delivery point.The cognition of national policy is an important factor that leads to the income difference of e-commerce farmers.The fourth part of the paper is the research conclusions and policy recommendations,corresponding to the fifth chapter of this paper.The current situation,influencing factors and mechanism of e-commerce adoption are sorted out,and the following countermeasures and suggestions are put forward: the government should be deeply aware of the trend and significance of agricultural products development;The government in the characteristic agricultural producing areas should make full use of the industrial advantages to accumulate strength for e-commerce entrepreneurship,and should strengthen the propaganda of e-commerce knowledge on the basis of respecting the wishes of farmers,and cultivate e-commerce leaders.Efforts should be made to improve public goods and public services in order to radiate more farmers;farmers should also actively cultivate their own social capital,participate in e-commerce training and actively take part in e-commerce training.Meet the challenge of e-commerce market.