Analysis On The Behavior Of Large Hazelnut Growers Using E-commerce Sales Channels

With the economic development,the network gradually spread to ordinary people.The rural revitalization also bring the network to the countryside.Farmers have the opportunity to sell their agricultural products through modern e-commerce channels to increase their income and expand their customer base.In Benxi,the traffic is inconvenient,the circulation of information is not smooth,and the sale of agricultural products is limited.The soil quality of Benxi is good and the agricultural products grow well.Because of the congestion of transportation facilities and information,the agricultural products are difficult to flow to all parts of the country,and the price is also very low.Hazelnut,as a characteristic agricultural product in Benxi,is buried in many "popular style" nut products.In the context of "Internet agriculture",large hazelnut growers can increase e-commerce sales channels on the basis of slightly inferior traditional sales channels to carry out large hazelnut sales.This article will carry on the field investigation to the Wulidianzi town and the small town of Benxi city,distribute the questionnaire,get the personal situation of the large hazelnut growers,the production and sale situation of the large hazelnuts,the perception of the e-commerce sales,whether to use the e-commerce channel to carry on the large hazelnut sales,The platform of e-commerce sales channels,the evaluation of e-commerce sales,the problems found in the adoption,the reasons for not adopting.According to the characteristics of the samples,the influencing factors of the behavior of large hazelnut growers using e-commerce channels in Benxi area were found out,and the cross-analysis and binary logistic regression model were used to verify the validity and reliability of the questionnaire,and the reliability of the questionnaire was verified by factor analysis.The results of the analysis are obtained.Finally,draw a conclusion,put forward policy recommendations.The survey shows that the age of large hazelnut growers is generally on the old side,their quality is also poor,and most of them are small-scale retail operators.In addition,the government's publicity on e-commerce sales channels is inadequate.Transport and network-related infrastructure are also behind,and e-commerce sales channels are not widely available in the region.The results show that the age,family population,planting area,average yield per mu,internet frequency,perceived channel and training participation are all significant factors influencing the adoption behavior of e-commerce marketing channels.The younger of growers,the larger of family population,the larger of the planting area,and the higher of the yield per mu.Farmers,high-frequency online farmers to the use of e-commerce sales more.Similarly,perception channels are around relatives and friends or the farmers whohave taken part in government internet-related training,using e-commerce to sell more.In view of the conclusions and problems encountered in this study,this paper puts forward suggestions from seven aspects,such as brand,cooperatives,infrastructure,attracting talents and so on,hoping to help farmers with special agricultural products in Benxi region to increase the proportion of e-commerce sales channels adopted.And help farmers and related enterprises to achieve the improvement of income,and also hope to provide help to the research of relevant scholars.