Research On The Impact Of Internet Integration On Apple Growers' Market Participation In Agricultural Products

With the great development of information technology,the proportion of digital economy in GDP is rising.At the same time,the new integration about "internet + agriculture" industry has taken shape,and agricultural digital economy represented by the internet is also emerging.Internet is a great help to promote the Rural Revitalization Strategy.It will be the most important to upgrade Internet in agricultural production.Although internet applications have triggered the information dividend of agriculture,there is no accurate estimate of this.The problem of dividend differentially is becoming increasingly prominent with the rapid development of "internet +".In the period of economic development transition in China,we should focus on the new agricultural economic growth point and the reform and innovation of agricultural market.Considering the development course and background of agriculture in China,the internet will be the accelerator of agricultural informatization.This paper focuses on: accurately estimating and evaluating the participation of farmers in agricultural products market integrated with the internet.This paper tries to find the evaluation system of internet integration from the perspective of apple growers,combining the relevant information economics theory and the development of agricultural informatization.It not only starts with the popularization of the initial communication infrastructure,but also considers the information search and feedback of apple growers and agricultural production and operation,as well as the information screening and feedback of apple growers.Based on the framework of "digital divide" analysis in information economics and referred to a large number of existing research results at home and abroad and combined with the micro-survey data of 580 apple growers in 23 villages of 7 counties in Shaanxi Province,this paper first uses the multi-classification ordered Logit model to study the impact of three dimensions of "digital divide" on apple growers' market participation in agricultural products.Meanwhile,the price effect of agricultural products integrated into the Internet is estimated by PSM method,which provides a new observation for rural revitalization and narrowing the digital divide.The empirical results show that because of the popularity of internet access infrastructure,the accessibility of the information of the first dimension "digital divide" has no effect on the selection of the market for the apple growers.While,the second dimension information resource utilization ability has a significant positive impact on the market selection,and the third dimension information value appreciation also has a significant effect on the market selection.The probability of choosing the threshold market for the internet subjective perception evaluation of the apple growers is 39.61%.Whether they use the internet or not does exist the price effect of agricultural products.The price of apples increases significantly after apple growers using the internet.The average processing effect(ATT)of the treatment group after propensity score matching reaches 11.74%.Compared with the effect of PSM model,OLS regression method overestimated the promotion effect of internet application on apple sales price for apple growers,and overestimated about 0.72%.Further research on the price effect of internet integration shows that there is no price effect in the degree of internet integration.It is not that the higher the degree of internet integration of farmers,the higher the selling price of apples.Combining with the above research contents and conclusions,this paper puts forward relevant policy suggestions: Only on the basis of gradually improving communication equipment,the government will do a good job of information training and internet information management for apple growers,and expand market awareness,in order to break the barriers to entry and information dilemma between different markets,and bridge the information gap in the agricultural product sales market.The contradiction between “small production and big market” in the agricultural product market provides solutions to enable apple growers to raise the income level by “internet free ride” and transform the “digital divide” into “information dividend”.