Study On Agaric Growers’ Selection Intention Of E-Commerce Distribution Channel In Huangsongdian Town,Jiahe City

Huangsongdian Town in Jiaohe City is known as "the first town of Auricularia auricula in China",and it is also one of the most important producing areas of Auricularia auricula in China.There are more than one hundred Auricularia varieties in three categories in Huangsongdian Town,which is a relatively complete area in China at present.In terms of output,Huangsongdian Town has an annual output of about 300 million bags of Auricularia,accounting for a very high proportion in the country,and the output value of Auricularia reached 900 million yuan in 2017.Although the Auricularia industry in Huangsongdian Town has great advantages in production,it has no advantages in sales.At present,local farmers mainly use traditional channels to sell Auricularia,resulting in some problems such as too single distribution channels,low sales price of Auricularia,and poor circulation of Auricularia.With the rapid development of the Internet,the e-commerce mode and people’s life are more and more closely linked.People are more accustomed to online shopping.In order to meet people’s shopping habits,using the Internet platform to sell agaric conforms to the current shopping mode and concept.Based on the study of domestic and foreign agricultural products using e-commerce distribution channels,combined with the actual situation of Huangsongdian Town,Jiaohe City,this paper finds out what factors affect the local agaric growers’ choice of using e-commerce distribution channels,and puts forward suggestions and countermeasures according to these factors.In this study,12 administrative villages under Huangsongdian Town of Jiaohe City were visited and investigated.The basic information of local Auricularia growers,the basic situation of Internet use of Auricularia growers,the basic situation of cognition and use of Auricularia growers on e-commerce,the current situation of application of Auricularia growers on e-commerce mode and the supporting policies of relevant functional departments were mastered by filling in questionnaires.According to the characteristics of the samples,we can find out the factors that influence the use of e-commerce distribution channels by the agaric growers in Huangsongdian Town,Jiaohe City.Then we use the binary logistic regression model for regression analysis,and then use the factor analysis method to verify the validity and reliability,get the results of the analysis,summarize the results and put forward policy recommendations.The research shows that the age,education level,Internet use,cognition of e-commerce and the current situation of e-commerce mode are five significant factors.In view of the problems found in this study,five suggestions are put forward,including personnel,network and e-commerce training,improving and helping users of Auricularia auricula to use the network,e-commerce model promotion,and subsidies for users of Auricularia auricula who use e-commerce distribution channels.It is hoped that agaric growers in Huangsongdian town of Jiaohe City can increase the proportion of using e-commerce distribution channels to sell agaric and help growers increase their income,and also hope to provide help to relevant scholars.