Study On The Factors Influencing Farmers’ Willingness To Start An E-commerce Business In Yangling,Shaanxi

With the rapid development of the Internet,e-commerce entrepreneurship has played a great role in promoting the development of the economy,and rural e-commerce has a significant role in the realization of rural revitalization.Only by mastering the laws of farmers’ participation in e-commerce entrepreneurship can government enterprises formulate and implement reasonable support policies to guide farmers’ participation in e-commerce entrepreneurship,effectively raise farmers’ awareness of e-commerce entrepreneurship,and stimulate farmers’ potential for e-commerce entrepreneurship.Therefore,this thesis empirically analyzes the factors influencing farmers’ willingness to engage in e-commerce entrepreneurship from four dimensions:individual characteristics,human capital,social capital,and entrepreneurial environment.Based on this,this thesis explores the current situation of farmers’ e-commerce entrepreneurship and entrepreneurial willingness in Yangling area of Shaanxi Province with the help of theoretical bases such as entrepreneurship theory,human capital theory,and entrepreneurship occurrence mechanism theory in the general context of farmers’e-commerce entrepreneurship,analyzes the problems of rural e-commerce development in Yangling area of Shaanxi Province,and carries out an This thesis analyzes the current situation of farmers’ e-commerce entrepreneurial willingness in Yangling,Shaanxi Province through a questionnaire survey,and further constructs a binary logistic model for empirical analysis based on 320 valid data obtained from the survey,in order to investigate the influencing factors of farmers’ e-commerce entrepreneurial willingness.At the same time,we propose to pay attention to the differences in individual characteristics of farmers’ e-commerce entrepreneurship and correctly guide farmers’e-commerce entrepreneurship in order to provide some reference for promoting farmers’e-commerce entrepreneurship,narrowing the income gap between urban and rural areas,and promoting the long-term development of rural regional economy.This study found that four dimensions,namely,individual characteristics,human capital,social capital,and entrepreneurial environment,are correlated with farmers’willingness to start up e-commerce businesses;factors such as working experience,business experience,educational capital,technical capital,family capital,social network,entrepreneurial atmosphere,policy support,and infrastructure have significant positive effects on farmers’ willingness to start up e-commerce businesses,while gender,age,and health capital have significant positive effects on farmers’ willingness to start up e-commerce businesses.The effects of gender,age,and health capital on farmers’willingness to start an e-commerce business were not significant.