Analysis Of Farmers' E-commerce Entrepreneurial Behavior Choices And Influencing Factors

Compared with other modes of entrepreneurship,e-commerce has the advantages of low entry threshold,low technical requirements and less capital investment.In recent years,China's rural e-commerce has been developing rapidly.More and more farmers have chosen engaged in e-commerce entrepreneurship,which has been included in the important construction of China in“Central One Document”.Till 2019,The Ministry of Finance and the Ministry of Commerce have supported 756 counties to carry out e-commerce integrated demonstration in rural areas.There are 4310 Taobao villages,1118 Taobao Town in China,the annual sales volume that Taobao village has over 700 billion,which accounting for nearly 50% of the total rural network retail sales in China.Jiangxi Province was regarded the country's rural electricity business entrepreneurship demonstration Province.Jiangxi has 17 Taobao villages,ranking eighth in the country,and second in the six central provinces.Yongxiu County,which adjacent to the capital city of Jiangxi Province-Nanchang.It has obvious geographical advantages.In recent years,relying on the state's e-commerce support strategy,Yongxiu county government has actively encouraged and supported local farmers to launch e-commerce start-ups.The number of farmers in Yongxiu has increased from 30 in 2013 to more than 2200 in 2019,and nearly 400 million yuan in 2019.In the form of entrepreneurship,many farmers choose engage in entrepreneurial of new-media with online sale.In order to encourage and support farmers' business venture of Yongxiu County.a series of supportive policies were issued.However,there were also some problems in Yongxiu County farmers' electricity supplier entrepreneurship,such as lack of funds in advance,difficulties in starting loans,inadequate implementation of supporting policies of e-commerce entrepreneurship,inadequate supporting management and services etc.in this paper,farmers who are interested in starting businesses in Yongxiu county are selected as the research objects,and the status quo of Yongxiu's rural electric business entrepreneurship development is explored and analyzed.This paper finds out the problems and influencing factors in the process of Yongxiu County farmers' electricity supplier entrepreneurship,and establishes the “logistic” model to analyze the influencing factors of Yongxiu farmers' choice of electricity supplier entrepreneurial behavior,and puts forward pertinent policies and suggestions for the local government,which has important theoretical and practical significance for promoting the Yongxiu farmers' electricity supplier.The study found that age,social ability,information acceptance,and family supporthave the greatest impact on whether farmers choose e-commerce entrepreneurship;and age is the key factor that affects farmers' choice of new self-media entrepreneurship.The study believes that in order to promote the development of farmer e-commerce in Yongxiu County,one is to improve the management and service level of farmer e-commerce entrepreneurship,the second is to increase the financial support for farmer e-commerce entrepreneurship,and the third is to strengthen the profession of farmer e-commerce entrepreneurship For skill training,the fourth is to strengthen the construction of supporting facilities and services for peasant e-commerce entrepreneurship,and the fifth is to actively guide the diversified development of peasant e-commerce entrepreneurship.