Study On The Influencing Factors Of E-commerce Of Torreya Grandis Characteristic Agricultural Products In Zhuji City

The rapid development of e-commerce for agricultural products has brought a new development model for the circulation of agricultural products in China.Compared with the traditional sales model,e-commerce has obvious advantages.E-commercialization of agricultural products has realized the process of completing agricultural products transaction online,greatly saved transaction time and cost,changed the restriction of space on the sale of agricultural products,and played an important role in the transformation of agricultural products management mode in China.At the same time,it has played an important role in promoting the transformation and upgrading of agricultural industry,promoting the development of agricultural economy with local characteristics,solving the problems of agriculture,countryside and farmers,and implementing precise poverty alleviation.In addition,the e-commerce model of characteristic agricultural products is also a new growth point of agricultural economic development.Based on this background,this paper takes Torreya grandis as the research object,combs the general situation of the development of electronic commerce of agricultural products in Zhuji,summarizes the factors affecting the in-depth development of electronic commerce of agricultural products,helps the local get rid of the predicament of agricultural products sales,and then provides experience and Countermeasures for the construction and development of electronic commerce of agricultural products in Zhuji City and even Zhejiang Province.The main conclusions are as follows(1)Taking Torreya grandis as an example,the development status of E-commerce of Torreya grandis in Zhuji City was analyzed.It was found that the development of E-commerce of agricultural products in Zhuji City had a good logistics foundation,distribution and delivery center,and a unified distribution and delivery system was implemented.By the end of 2016,Zhuji had 3649 online stores of agricultural products,and more than 35%of them were sold through online stores of agricultural products(2)A random questionnaire survey was conducted among 130 Torreya growers in Dongbaihu Town and Zhaojia Town,the two main producing areas of Torreya grandis in Zhuji City.It was found that 69%of the Torreya growers sold by enterprises and cooperatives.31%of farmers produce and sell themselves through "offline+e-commerce" and 90%of them choose to sell online.Empirical results show that age of Torreya grandis growers has a negative impact on their participation in e-commerce at 5%significant level;planting scale and the proportion of Torreya grandis income at 5%significant level have a positive impact on farmers'participation in e-commerce;e-commerce subsidy policy has a positive impact on farmers' participation in e-commerce at 10%significant level;e-commerce training times have a positive impact on farmers' participation in e-commerce at 1%significant level.The willingness to participate has a positive impact.(3)A survey of 148 consumers who bought Torreya grandis showed that 53%of them expressed willingness to buy Torreya grandis products through the internet,and 15%of them made it clear that they would not buy Torreya grandis products on the internet.Empirical analysis shows that consumers'age at 10%significant level has a significant negative impact on their willingness to buy Torreya grandis products through commercial channels;external environmental factors such as surrounding supermarkets and logistics convenience have a significant impact on consumers' purchase of Torreya grandis products through commercial channels;personal income and product quality at 10%significant level have a significant impact on consumers'choice of e-commerce channels.The price level has a positive impact on consumers'willingness to buy Torreya grandis through e-commerce channels at the 5%significant level.According to the research conclusion,this paper puts forward some suggestions to promote the development of E-commerce of Torreya grandis characteristic agricultural products in Zhuji City,including:1.vigorously promote the popularization of rural E-commerce;2.strengthen brand building and agricultural product quality;3.speed up talent introduction and e-commerce training;4 innovate marketing promotion means to enhance consumer recognition.