| In recent years,"Internet + modern agriculture" has developed rapidly,and rural e-commerce has become a new driving force for economic development in rural areas.During the COVID-19 epidemic,rural e-commerce has made outstanding contributions to ensuring the price of agricultural products,promoting the sales of agricultural products,and ensuring food supply.The rural e-commerce model has also been further affirmed.Since the implementation of the rural revitalization strategy,local governments have actively supported "e-commerce into rural areas" to help increase farmers’ incomes and alleviate poverty in poor counties.Rural e-commerce can enable farmers to respond quickly to market changes and increase their ability to cope with market risks.It will help stabilize the prices of agricultural products and expand the marketing channels for farmers’ agricultural products.In recent years,the rapid development of cold chain logistics,warehousing and packaging has also promoted the popularity of e-commerce in rural areas,improved the quality of agricultural products,enriched the types of agricultural products,and reduced the loss of agricultural products in the process of transportation and preservation.In recent years,e-commerce in western Liaoning has developed rapidly,and with the active support of government departments,many poor counties have vigorously developed rural e-commerce and achieved successful poverty alleviation.The terrain in western Liaoning is flat and has good geographical advantages,and in recent years,it has vigorously developed infrastructure construction and improved in transportation,warehousing,cold chain logistics,packaging,network communications and other aspects.At the same time,the regional government has also vigorously promoted the construction of live broadcast bases to help farmers learn e-commerce knowledge and promote the promotion of e-commerce in rural areas of western Liaoning.Based on the existing research results at home and abroad,based on the theories and methods of regional economics,behavioral economics,econometrics,etc.,using the research data from the western Liaoning region,combining theory and empirical evidence,and taking the regional environment as the perspective,the influence of the regional environment on the adoption behavior of farmers’ e-commerce is explained in four aspects: government behavior,market environment,social environment and infrastructure.Using amos22.0 software to build a structural equation model,we deeply discuss the mechanism of regional environment on the adoption behavior of farmers’ e-commerce,and obtain data through field research and analysis,and find that government behavior,market environment,social environment and infrastructure significantly positively affect the adoption behavior of farmers’ e-commerce.Finally,it proposes countermeasures to broaden the sales channels of agricultural products of farmers,increase farmers’ incomes,and develop rural e-commerce in western Liaoning.It provides policy reference for the government to guide farmers to increase the breadth and depth of participation in e-commerce through the development of agricultural product e-commerce,solve the "difficulty of selling agricultural products" in western Liaoning,revitalize the rural real economy,and achieve farmers’ income. |
