The Research On Households' Willingness Of Using E-commerce To Sell Agricultural Products And Its Influencing Factors

The development of agricultural products e-commerce helps to solve the problems in the process of agricultural production and circulation,and is conducive to accelerate the realization of agricultural modernization.In recent years,with the popularity of the Internet and the high attention of governments,e-commerce has developed rapidly and gradually spread from urban to rural areas.However,What is the status quo of households using e-commerce to sell agricultural products in China? How about households' willingness to use e-commerce to sell agricultural products? What factors affect households' willingness to use e-commerce to sell agricultural products? At present,relevant research is still rare.To answer the three questions above,this study reviews the development trend and research status of agricultural products e-commerce by combing the representative literature first.Next,based on the national survey data to discuss the current situation of households using e-commerce to sell agricultural products.Then,using descriptive statistical analysis method to further grasp the willingness of households to use e-commerce to sell agricultural products.Finally,through the empirical analysis of econometric model,the main influencing factors of households' willingness to use e-commerce to sell agricultural products are explored.Through the above research,the major conclusions of this study are as follows:1)The use of e-commerce by households to sell agricultural products has just started.By 2016,the actual use proportion of households is not high,but the proportion willing to use has reached 27%.Agricultural products e-commerce has great potential for devplopment.2)Compared with food crops,the probability that households are willing to use e-commerce to sell melon vegetables,leaf vegetables,kernel fruits and stone fruits increases by 9.4% to 10.1%,17.0% to 17.4%,21.1% to 23.2% and 14%,respectively.None of the willingness to sell other types of products passed the significance test.3)Households' education level,Internet experience,non-agricultural employmentexperience,family social capital,planting scale,the level of e-commerce development foundation and logistics infrastructure in the village have a significant positive impact on households' willingness to sell agricultural products by e-commerce,while age has a significant negative impact on households' willingness to sell agricultural products by e-commerce.Among them,for every one year increase of years of education,households' willingness of e-commerce sales increases by 1.5%.Households with Internet experience increase the willingness of e-commerce sales by 0.2%.Households with non-agricultural employment experience increase the willingness of e-commerce sales by 0.3%.For each increase in the number of moving relatives,households' willingness of e-commerce sales increases by 6.2% to 6.4%.For every one hectare of cultivated land increased,households' willingness of e-commerce sales increases by 4.3-4.5%.For every 1%increase in the number of e-commerce households in the village,households' willingness of e-commerce sales increases by 3.3%;If there is a postman in the village,households' willingness of e-commerce sales increases by 8.4%;For every one year increase in the age of households,households' willingness of e-commerce sales decreases by 0.3%.The impact of the construction level of network communication facilities in the village has not passed the significance test.4)The main reasons for households' subjective judgment that they are willing to use e-commerce to sell agricultural products are: higher price(46%),convenient transaction(42%)and more buyers(12%);The main reasons for reluctance to use are: lack of relevant technology(47%),inconvenient transaction(20%),distrust of online transaction(15%),unnecessary e-commerce sales(13%),unguaranteed quality(4%)and unreasonable price(2%).Based on the above research conclusions,the following policy recommendations are proposed to promote the development of agricultural products e-commerce:1)Targeted support for e-commerce sales of vegetable and fruit agricultural products.Fully explore the local specialty vegetables and fruits,build a cold-chain logistics system for fresh agricultural products,and encourage households to sell through e-commerce to avoid the loss of unsalable agricultural products.2)Improve households' willingness to sell agricultural products through e-commerce by guiding them to access to the Internet,encouraging modest expansion of operation scale,increasing non-agricultural employment opportunities,cultivating e-commerce professionals,and strengthening e-commerce infrastructure construction.3)Strengthen e-commerce skills training andbuild an information exchange platform;Hold regular or irregular meetings to demonstrate the role of typical households.Encourage households to participate actively,put forward restrictive factors and difficulties in operation,and typical households conduct experience sharing and technical guidance.Reduce households' distrust of e-commerce sales,and encourage households who operate agricultural products e-commerce to help each other.