Study On The Willingness And Influencing Factors Of Loquat Growers In Gulou Town, Hechuan District To Participate In E-commerc

With the continuous development of information technology,the development momentum of e-commerce has also become more and more prosperous.As a new type of agricultural product circulation mode,agricultural product e-commerce has emerged at the historic moment.The development of e-commerce for agricultural products not only breaks the traditional geographical restrictions,broadens the sales channels of agricultural products,reduces the circulation costs,increases farmers’ income,and promotes rural economic development,but also injects vitality into the implementation of the rural revitalization strategy.In No.1 central document of 2013,the role of agricultural products e-commerce in promoting rural economic development was emphasized for the first time.Since then,governments at all levels have successively introduced a series of support policies,and agricultural products e-commerce has developed rapidly.Hechuan District is rich in loquats and is known as the "hometown of loquats in China".As the main production area,Gulou Town is hilly with fertile soil and small temperature difference between day and night,providing a good growth environment for loquat production.Since the implementation of the e-commerce into rural areas project,Gulou Town Government has paid close attention to the development of loquat e-commerce,and has achieved good results in recent years.However,loquat growers,as the main body of participating in agricultural e-commerce,are not highly motivated to participate,and the traditional market trading mode still accounts for the majority.The development of e-commerce for agricultural products cannot be separated from the active participation of farmers.To this end,exploring the willingness of growers to participate in e-commerce for agricultural products in Gulou Town and its influencing factors,and eliminating the adverse factors that hinder the enthusiasm of growers to participate in e-commerce are the urgent problems to be solved to ensure the rapid development of the loquat e-commerce in Gulou Town.Through questionnaires and interviews,this paper collected data from 300 planters in four administrative villages,namely Qilong Village,Shanlin Village,Jingguo Village and Yaojin Village,Gulou Town,and collected 248 valid questionnaires.Using the theory of planned behavior and farmers’ cognition,this paper constructed a theoretical model,and used econometric methods and SPSS23.0 analysis software to empirically analyze the willingness of loquat planters in Gulou Town to participate in the e-commerce of agricultural products and its influencing factors.The results show that the five dimensions of behavior attitude,subjective norms,perceived behavior control,industrial development and infrastructure have a positive impact on the willingness of loquat growers to participate in e-commerce in Gulou Town;The three dimensions of subjective norms,infrastructure and industrial development are the main influencing factors that restrict the conversion of willing and behavioral planters into willing and behavioral planters.Based on the empirical research results,this paper puts forward corresponding countermeasures and suggestions from the aspects of planning behavior theory,infrastructure level and industrial development level.