Analysis On E-commerce Sales Channel Adoption Behavior And Influencing Factors Of Ginseng Farmers In Huan Ren County

As the development of the Internet economy,Internet technology,for example "Internet +",brings profound influence all over the modern social economy with their various and powerful functions."Internet +" is the core of modern technology and gradually become an important method during the economic transition period of our country through the combination with traditional technology.In order to increase the economic income of farmers,improve their living standards and realize rural revitalization,China has continuously mentioned the development of rural e-commerce in the No.1 document of the central committee since 2014,which emphasize a new agricultural economic model should be created based on the basic principle of "Internet + agriculture".At present,e-commerce of agricultural products has become an important way for the development of agricultural economy,and has become a new hot spot in agriculture,attracting the attention of farmers.On the basis of relevant research and theoretical analysis in our country and abroad,the firsthand materials of this paper were obtained and analyzed by field investigation of e-commerce sales situation of ginseng growers in Huanren,Benxi.We also analyzed the e-commerce sales behavior of farmers and summarized the existing problems in e-commerce sales by analyzed the individual characteristics,production and operation characteristics as well as the cognition,adoption and evaluation of e-commerce sales of farmers.On the basis of field investigation,a binary logistic regression model was constructed and analyzed the influencing factors of the e-commerce adoption behavior of ginseng growers,the corresponding conclusion and suggestion were given in the end of the paper.We found that most of ginseng growers were elders,low educational level and owning a small planting scale.By descriptive statistical analysis,insufficient publicity of the government on e-commerce sales leads to insufficient understanding of the Internet and e-commerce by growers in the region,so the adoption rate of e-commerce sales channels in the region was low.Using regression analysis,we found 7 of the 11 factors in the hypothesis are significant: the age of growers was negatively significant,and the older they were,the less willing they were to adopt them;The number of family population was positively significant;The larger the population,the higher the adoption rate;The frequency of surfing the Internet was significantly positive.The higher the frequency of surfing the Internet,the more inclined to use e-commerce for sales;In the production and sales characteristics,planting area and harvesting amount were positively significant.The larger the planting areaand harvesting amount were,the more willing they were to use e-commerce for sales.The annual production volume positively affects the adoption of e-commerce sales channels,the larger the quantity,the more likely it is to be used.As for the cognitive channel variable of e-commerce,in addition,the knowledge of Internet and e-commerce were compared and a significant relationship were found between them,the higher the level of understanding,the more willing to adopt.In the end,we attempt to advance policy recommendations,according to the problems found in the survey and analysis,for example,professional talent,corporate branding,cooperatives,infrastructure construction,protection,etc.,in order to provide help for the development of e-commerce in Huanren.In this way,we hope improve the rate of e-commerce sales channels in ginseng growers,enhance the income of farmers,and provide reference for future research on the development of ginseng industry.