Research On Influencing Factors And Countermeasures Of Rural E-commerce In Kezuo Middle Banner From The Perspective Of Rural Revitalization

With the increasingly complete and mature technological conditions such as the Internet and the Internet of Things,the most innovative commercial form of agricultural e-commerce(hereinafter referred to as e-commerce)has quickly entered the public eye,and its development has attracted attention from all walks of life.Since 2014,the No.1central document has repeatedly emphasized the importance of developing e-commerce for agricultural products for rural revitalization.In response to this,government departments at all levels in Tongliao City actively responded to the call of the country and the autonomous region,and introduced corresponding policies to promote the development of rural e-commerce.Kezuo Middle Banner is a rich source of agricultural products,among which agricultural products such as blood wheat rice and embroidered crabapple are the most famous.With the widespread dissemination of the digital economy,local governments seize the opportunity to actively promote the development of rural e-commerce based on internet technology to empower local industrial development.With strong government support,the development of local e-commerce has achieved certain results.Although farmers have a strong willingness to participate in e-commerce activities,they are still constrained by various influencing factors in the development process.These factors inevitably pose certain obstacles to the development of local e-commerce.However,due to limitations in data and methods,there is currently little research to identify these factors and conduct relevant explorations.In view of this,firstly,this article takes farmers in Kezuo Middle Banner as the research object to investigate and analyze the influencing factors of rural e-commerce development in the region;Secondly,by organizing relevant domestic and foreign literature and combining with the current situation of rural e-commerce development in Kezuo Middle Banner,the factors and indicators that affect the development of e-commerce in the region are analyzed.A survey questionnaire is developed,which mainly includes personal basic characteristics,household characteristics of farmers,e-commerce behavior characteristics,and external environmental characteristics.The questionnaire is distributed and conducted on-site research;Finally,the 297 questionnaires collected were sorted and summarized,and descriptive statistical analysis and binary logistic regression analysis were conducted to identify the factors that affect the development of e-commerce and the problems in rural e-commerce development in Kezuo Middle Banner,and corresponding countermeasures and suggestions were proposed.The contribution of this article may be that in-depth research on the influencing factors of rural e-commerce development in Kezuo Middle Banner is conducive to exploring the transformation of traditional agricultural development methods,promoting the development of e-commerce industry,promoting farmers’ income increase,and assisting the upward movement of agricultural products.This is of great significance for promoting rural revitalization.According to the results of binary logistic regression analysis,it can be concluded that farmers in Kezuo Middle Banner are more willing to participate in rural e-commerce activities,including age,education level,frequency of using e-commerce software,network infrastructure construction,geographical location of farmers,frequency of e-commerce training,difficulty in mastering e-commerce knowledge,and frequency of business talent training Ten factors,including the level of e-commerce talent team construction and understanding of e-commerce,have a significant impact on the development of rural e-commerce in Kezuo Middle Banner.Among them,age,geographical location,and frequency of e-commerce training have a negative impact on e-commerce development.Based on the actual situation of Kezuo Middle Banner,the following policy inspirations have been obtained:(1)Strengthen the construction of local e-commerce infrastructure,including network and logistics facilities.(2)Cultivate the awareness of local villagers to participate in e-commerce activities,actively carry out e-commerce training activities,and build and introduce professional e-commerce talent teams.(3)Enhance the government’s support in policy and financial aspects,create well-known local agricultural product brands,and enhance product competitiveness.(4)Give full play to the driving role of leading enterprises and build local e-commerce platforms.(5)Promote the integration and development of rural e-commerce and new media.This series of inspirations provides reference suggestions for the development of rural e-commerce in Kezuo Middle Banner,and also supplements the practical research of rural e-commerce in China.