Study On The Participation Willingness And Influencing Factors Of Poor Farmers In E-commerce Poverty Alleviation Under The Background Of Relative Poverty

While absolute poverty has been completely eliminated,how to establish a long-term mechanism to alleviate relative poverty and prevent the "intergenerational transmission" of poverty has become a new issue.In recent years,people’s life is quietly changing with the continuous popularization of e-commerce,e-commerce market from the blue ocean to the Red Sea,from urban to rural spread,due to the importance of the Internet strategy,e-commerce related industries and rural areas of the infrastructure construction is also continuously promoted,integrated development with the rural leading industries,driving farmers to increase income out of poverty,promote the continuous growth of rural economy.However,while fully recognizing the achievements in poverty alleviation,we should also clearly recognize the lack of endogenous motivation of farmers at present.In some poor areas,affected by factors such as poor farmers’ lack of understanding and doubts about rural e-commerce,poor farmers’ attitude towards e-commerce into rural areas remains hesitant.It can be seen that the relative poverty of farmers is not only reflected in material poverty,but also in power and ability,which seriously hinders the practical implementation of rural e-commerce poverty alleviation work.In order to solve this problem,it is of great significance to understand the participation willingness of poor farmers in the process of policy implementation.Based on the theory of planned behavior,the theory of participatory poverty alleviation and the multidimensional interpretation of relative poverty as the main theoretical basis,based on the existing research results and combined with the main connotation of the theory of planned behavior,this thesis analyzes the factors that poor farmers may be affected by in the process of participating in rural e-commerce from the perspective of personal attitudes,subjective norms,intuitive behavioral control,behavioral intention and the relationship among behaviors.And respectively from four angles to make the possible influence factor hypothesis expectation judgment.Then,A county,which is the second batch of rural e-commerce integrated demonstration county,is selected as the sample to conduct questionnaire survey and collect data.Based on the collected data,quantitative analysis is carried out.First,descriptive statistical analysis is used to obtain the proportion of various categories under various influencing factors.Then,cross analysis can be used to determine whether each hypothesis has a significant impact on the participation intention of poor farmers.Then,binary Logistic regression analysis is selected to reveal the correlation between specific factors influencing the participation intention of poor farmers in e-commerce poverty alleviation and the degree of impact on the participation intention of poor farmers.This thesis argues that the willingness of poor households is affected by many factors.According to the results,most of the surveyed household owners have a strong intention.The motivation of poor farmers is mainly from the fact that rural e-commerce can solve the employment problem of poor farmers and promote the sales of agricultural products,and the main resistance is from their lack of understanding and skills of e-commerce.The reason is that the propaganda of e-commerce in poor areas is not enough.There is also a lack of training in relevant skills.Therefore,it is necessary to broaden the information collection channels of poor farmers and advocate poor farmers to improve their awareness of poverty alleviation through e-commerce independently.To encourage the expansion of e-commerce main body,guide poor farmers to join the e-commerce industry chain.