| Jiaohe City is located in the forest area of Jilin Province,with forestry as its main industry.In recent years,the development of the under-forest economy has increased the income of farmers in forest areas and encouraged farmers to participate in the agricultural product market widely,which has become the main measure for rural economic development and targeted poverty alleviation in Jiaohe City.However,at present,the forest fungus industry in Jiaohe City is mainly operated by enterprises.The scale of direct participation of farmers in the operation is small,and the market participation is low.,the promotion of farmers’ income is limited.How to make good use of resources and environment,guide farmers to choose effective sales channels,and improve farmers’ participation in forest fungus sales is a problem that needs to be solved in the rural economic development of Jiaohe City.The popularization of the Internet and the development of logistics have provided sufficient convenience for farmers in the forest area of Jiaohe City,enabling them to expand the sales channels of forest fungi products,and use the Internet to stimulate farmers to actively participate in the agricultural product market.One of the ways out for economic development.Therefore,starting from e-commerce sales and discussing the influencing factors of farmers’ participation in the agricultural product market in forest areas is very necessary for poverty alleviation work and rural economic development in this area.Based on previous research,this paper analyzes the feasibility of Jiaohe City’s forest fungus growers participating in e-commerce sales,and determines the research ideas.First,through investigation and data collection,the e-commerce sales channels,business scale,sales volume,and profit level of forest mushroom farmers in Jiaohe City were sorted out.Then,the "Questionnaire of Forest Fungus Growers’ Participation in E-commerce Sales Behavior" was compiled,and according to the results of the questionnaire,the differences in the behavior of forest fungus growers participating in e-commerce sales and those who did not participate in e-commerce sales were analyzed.Finally,9 research hypotheses are established,and the binary Logistic model is used to analyze the influencing factors.It is found that the farmers’ own factors,management factors,policy factors,and Internet factors have a greater impact on the participation of forest fungus farmers in e-commerce sales.The study reached the following conclusions: First,from 2016 to 2020,e-commerce sales promoted the development of the forest fungus industry in Jiaohe City,but there were still many growers who did not conduct e-commerce sales.The key measures to further expand the forest fungi market in Jiaohe City and promote industrial development;secondly,the proportion of forest fungi farmers participating in e-commerce sales and the proportion of forest fungi in household income,the amount of funds invested in forest fungi management,and the scale of forest fungi cultivation,business organization model,enjoy agricultural loans,receive agricultural technical guidance or education,enjoy government-provided e-commerce subsidies,and participate in government-organized e-commerce development projects and online learning of forest bacteria management techniques are positively correlated.Forest fungus growers should decide whether to conduct e-commerce sales according to production needs.Increasing production investment,optimizing industrial organization,business guidance and education can encourage forest fungus growers to participate in e-commerce sales.Based on the above research conclusions,the following suggestions are put forward: broaden the production capital sources of forest fungus growers in Jiaohe City,improve the organization of forest fungus growers,design suitable projects and policies for e-commerce sales,and add forest fungus cultivation to new farmers’ cultivation.e-commerce sales training for households. |
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