A Study On Farmers' Willingness To Participate In Rural E-commerce And Its Influencing Factors In Yuanyang County,Henan Province

Rural e-commerce has provided important measures for China to promote the modernization of agriculture and rural areas in the new era,and promoted the upgrading of traditional agriculture to the Internet as soon as possible.In this regard,it is of great significance to improve the enthusiasm of rural households to participate in rural e-commerce to promote the development of rural e-commerce.Guided by the theory of planned behavior,this paper proposes relevant influencing factors on the basis of literature induction,and analyzes farmers' intention to participate in rural e-commerce based on the survey data of yuanyang county.The influencing factors were analyzed by cross analysis and binary Logistic regression.Finally,some countermeasures are put forward according to the results of empirical analysis.Through the study found that cultural degree,crop planting area,rural electricity sales channels,improve the local economic development were esteemed,increase agricultural income,people around the esteemed participation enthusiasm,participate in the training times and use of knowledge,learning,ease of operation,I participation experience,friends and relatives to participate in nine factors involved in the will have a significant positive influence on relationship,age,family per capita net income of two factors impact on participation will have a significant negative relationship;Gender,the number of family labor force,the frequency of rural e-commerce publicity three factors do not have a significant impact.Based on the above research conclusions,this article puts forward some countermeasures and suggestions:(1)increase rural e-commerce propaganda and increase farmers 'awareness of rural ecommerce;(2)increase rural e-commerce training and improve farmers' actual operational capabilities;(4)Strengthen infrastructure construction and optimize rural e-commerce development conditions.