Study On The Influencing Factors Of Farmers’ Willingness To Participate In Agricultural E-Commerce In Cangxian

With the rapid development of the Internet information age,rural e-commerce is becoming more and more mature.Rural e-commerce has become a new form of business to build a digital village and further promote the modernization of agricultural industry.Farmers have changed the transaction mode of the traditional offline agricultural product trading market by participating in agricultural product e-commerce,which not only improves the sales and income level of farmers,but also avoids the corresponding risks.In recent years,Cang County of Hebei Province has made great efforts to develop ecommerce of agricultural products with its natural resource advantages.Based on highquality agricultural products such as Cuierzhuang golden jujube and Puwa Village grape,Cang County has always adhered to the development idea of "one village,one product",and highlighted local characteristics by promoting brand and standardized production.However,in the process of the development of e-commerce for agricultural products,there are still problems such as farmers’ insufficient willingness to participate and low awareness of participation.Through reading relevant literature,we know that the factors affecting farmers’ willingness to participate in agricultural e-commerce are not single,but multidimensional.This thesis takes farmers’ willingness to participate in agricultural products ecommerce as the starting point,through literature review,questionnaire survey,field survey and empirical analysis and other methods to conduct research,deeply analyze the influencing factors of farmers’ participation in agricultural products e-commerce,and then propose countermeasures and suggestions to improve farmers’ willingness to participate in Cangxian County,which plays a positive role in promoting the modernization of agricultural industry in Cangxian County and driving farmers to become rich.Through the research,it is found that farmers’ education,e-commerce of agricultural products to improve sales recognition,e-commerce training acceptance of agricultural products,township government publicity,the difficulty of adopting e-commerce to sell agricultural products,farmers’ bargaining power,logistics facilities,experience of participating in e-commerce of agricultural products and other factors have a significant positive impact on participation willingness;Annual average family income has a significant negative impact on participation willingness;Factors such as age,gender,household population,crop planting area,recognition of the future trend of agricultural products e-commerce,encouragement from family members,encouragement from other farmers,computer proficiency,understanding of e-commerce knowledge,farmers’ ability to obtain market information,reduced sales costs of agricultural products e-commerce,and network use have no significant impact on their willingness to participate.Based on this,we propose the following measures: at the government level,we should accelerate the implementation of relevant policies to promote the development of agricultural products e-commerce,improve various infrastructure,and increase the publicity of agricultural products e-commerce;At the social level,new media platforms,Internet developers and psychological consulting institutions should play a complementary role;At the individual level,farmers should strengthen self-improvement,enrich network experience,and constantly optimize the crop planting structure.