Analysis Of E-commerce Sales Behavior And Influencing Factors Of Peach Farmers In Feicheng City

The development of e-commerce for agricultural products has strongly expanded the sales channels for agricultural products in rural areas of China.Compared with traditional sales channels,agricultural products e-commerce sales can break the time and space limitations of agricultural products sales and reduce the intermediate links of circulation.In the wave of Internet development,it is important to determine how to develop e-commerce for Feicheng peaches and the factors influencing farmers’ participation in Feicheng peaches’ ecommerce sales.Based on the questionnaire data obtained from field surveys and visits,this paper analyses the e-commerce profile of the Feicheng peach industry in Feicheng City based on relevant basic theories,statistically analyses the characteristics of farmers’ Feicheng peach e-commerce sales behaviour,and empirically analyses the factors influencing farmers’Feicheng peach e-commerce sales behaviour using a binary logit model,and puts forward countermeasures and suggestions for optimising farmers’ Feicheng peach e-commerce sales behaviour,with a view to providing reference for government policy formulation and The study also proposes countermeasures to optimise the e-commerce sales behaviour of farmers.The city of Feicheng has good geographical,natural,economic and technical conditions for the cultivation of peaches,and at this stage the development of e-commerce in Feicheng has received continuous support from the government Most farmers sell to buyers and sell themselves at the same time;most farmers have e-commerce channels to sell Feicheng peaches,the main sales channels being WeChat’s circle of friends and Jindo;the main motivation for farmers to sell their peaches through e-commerce is the convenience,low cost and high profitability compared to offline sales;farmers involved in e-commerce sales generally do better business and pricing on e-commerce platforms is generally higher than or equal to the purchase price offered by offline companies or partners;Participating in the sale of e-commerce farmers generally believe that the advantages of e-commerce sales of Feicheng peaches are mainly convenient transactions,convenient logistics,smooth information and large operating income,and the disadvantages of e-commerce sales of Feicheng peaches are mainly the chaotic market order,high logistics costs and lack of talent and capital:For those farmers who are reluctant to participate in e-commerce sales,the main reasons are low awareness,lack of capital and manpower,and lack of time and energy.According to the results of the empirical analysis,in terms of individual characteristics,whether or not they receive e-commerce training has a significant effect on farmers’ ecommerce sales behaviour of Feicheng peaches;In terms of transaction costs,the dedication of physical assets,the dedication of relational assets,the level of knowledge of the ecommerce market and whether or not to bear shipping costs play a significant role in the ecommerce sales behaviour of farmers’ Feicheng peaches;In terms of capital endowment,whether a farmer joins a cooperative or not has a significant role in the farmer’s Feicheng peach e-commerce sales behaviour,in terms of external environment,the level of government support has a significant role in the farmer’s Feicheng peach e-commerce sales behaviour.To encourage farmers to participate in Feicheng peach e-commerce sales,this paper proposes countermeasures to optimise farmers’ Feicheng peach e-commerce sales behaviour from four aspects:improving industrial support to promote farmers’ e-commerce participation;enhancing technical training to improve farmers’ ability to participate in e-commerce;strengthening publicity and conducting e-commerce demonstrations;and improving the construction of social service systems to reduce farmers’ operating costs.