A Study On The Willingness Of Farmers In Zhoukou To Operate E-commerce For Agricultural Products And Its Influencing Factors

Currently,in the Internet environment,e-commerce has become a new sales channel for agricultural products.2005 to date,the state has actively promoted the combination of e-commerce and "three rural areas",issued a number of policies to support the agricultural e-commerce industry,using electronic information technology to speed up the development of the rural economy,driving agricultural products upstream,industrial products downstream,helping farmers To generate income and achieve a happy countryside.Zhoukou City,as a large agricultural city in Henan Province,has rich agricultural resources and is an important production base for agricultural products.2017,Zhoukou City has actively selected the "e-commerce into rural areas" comprehensive demonstration project,and currently the entire county under its jurisdiction has implemented the work.However,at present,Zhoukou City farmers do not have a strong will to operate electronic commerce of agricultural products,and most farmers choose to leave their hometowns to work in order to increase income generation,which has a great negative impact on the stability of rural and urban bases.Therefore,it is especially important to study farmers’ willingness to operate agricultural e-commerce in order to help them find employment at home,improve their income level,promote high-level development of agriculture and rural areas,and promote urban-rural harmony.Under this background,this paper takes farmers’ willingness to operate agricultural products e-commerce as the research theme,uses literature research method,questionnaire survey method and descriptive statistics and empirical analysis method,carries out statistical analysis on the data obtained from the survey and visits,constructs a binary logistic regression model and brings in variables to obtain regression analysis results,and integrates the development of agricultural products e-commerce in Zhoukou City and the statistical and empirical analysis.The results of the statistical and empirical analysis and the corresponding countermeasure suggestions are proposed.The research results show that: the recognition of e-commerce channel to expand the sales of agricultural products,the recognition of e-commerce channel to increase income,the recognition of e-commerce training experience,the recognition of friends and neighbors to operate agricultural products e-commerce,the recognition of local model to operate agricultural products e-commerce,the recognition of their own computer operation technology,the recognition of their own e-commerce business technology,the convenience of transportation,the number of logistics service stations,these nine research factors have a significant positive impact on farmers’ Age and average annual household income had significant negative effects on farmers’ willingness to operate;gender,education level,online shopping experience,network coverage,and policy support for agricultural products e-commerce had no significant effects on farmers’ willingness to operate.Based on the above findings,this paper proposes several countermeasures:(1)increase the publicity of agricultural products e-commerce to ensure efficient and orderly promotion;(2)strengthen the training of agricultural products e-commerce skills to enhance farmers’ e-commerce business ability;(3)focus on the cluster effect to stimulate farmers’ business willingness;(4)improve the construction of agricultural products e-commerce infrastructure to ensure a smooth and orderly e-commerce operating environment.