A Study On Farmers’ Willingness To Participate In Rural E-commerce And Its Influencing Factors In Yanshi District

In recent years,under the strong support of the party and the government,agricultural products e-commerce has been developed rapidly.However,while developing,it still faces severe,such as the sales of agricultural products e-commerce in less than one-fifth of the retail sales of agricultural products e-commerce,etc.As an emerging business model,agricultural products e-commerce is a new driving force to promote the prosperity of rural industries,especially in the process of promoting the development of agricultural modernization and realizing rural revitalization,which can consolidate and expand the achievements brought by e-commerce development and give full play to the role of new agricultural operators in applying e-commerce to agricultural production and agricultural business activities.Farmers’ awareness and development of e-commerce can promote farmers’ income and economic development,while farmers’ willingness to participate in agricultural products e-commerce is a prerequisite for the development of agricultural products e-commerce.At present,most farmers still favor offline sales and are skeptical of agricultural products e-commerce.So what are the factors influencing farmers’ willingness to participate in agricultural products e-commerce in Yanshui district,and there is no research in this area.Based on this background,this study explores the factors influencing farmers’ willingness to participate in agricultural products in Yanshi District,Luoyang City.Through a systematic review of the domestic and international literature,the study was guided by the theory of planned behavior,transaction cost theory,and information asymmetry theory,and introduced variables such as gender,age,and frequency of government propaganda to construct a binary logistic regression model.The sample data were analyzed using SPSS21.0,and the proposed factors and variables that affect farmers’ willingness to participate in agricultural e-commerce were verified and discussed.The conclusions are as follows: except for the negative effect of farmers’ age on farmers’ willingness to participate,other factors such as farmers’ education level,average annual household income,and type of crops grown have positive effects;gender,the number of household laborers,and the proportion of income from crops grown to household income do not have significant effects on farmers’ willingness to participate in agricultural products e-commerce.In view of the above analysis results,the following countermeasures are proposed to improve farmers’ willingness to participate in agricultural products e-commerce:enhance farmers’ awareness of participating in agricultural products e-commerce through multiple channels;build agricultural products industrialization system;promote agricultural products branding construction;improve agricultural products e-commerce infrastructure;and improve agricultural products e-commerce development cooperation model.