Study On The Development Efficiency And Influencing Factors Of Rural E-commerce

By means of digitalization and informatization,rural e-commerce has built a compact and orderly business union through intensive management,market-oriented operation and systematic cross regional and cross industry alliance.The emergence of rural e-commerce industry can effectively reduce the operating cost of farmers,expand the market area of farmers,make the secondary and tertiary industry products smoothly down to the countryside,and expand the endogenous demand of non-agricultural products;consequently,it transforms farmers into profit makers in the global information development period and provides new profit growth for non-agricultural businesses.Therefore,the study of rural e-commerce management efficiency has important practical significance at current stage in that it can provide solutions to the problems of agriculture,rural areas,and the unequal development between urban and rural economics.Therefore,this study is established on fundamental theories,through the analysis of the current situation of rural e-commerce development in China,to explore the existing business problems of rural e-commerce and to provide the necessary support for the following multi-angle empirical study of rural e-commerce business efficiency and its influencing factors.Specifically speaking,on the micro level,this paper divides the rural e-commerce industry into two parts: upstream agricultural products and downstream consumer goods.Taking huangtao e-commerce in Yanling County,Hunan Province,and Taobao store in rural Hunan Province as the research samples,this paper analyzes the samples by constructing a rural e-commerce business efficiency research model,and analyzes the problems of insufficient rural e-commerce business efficiency with the empirical data.At the macro level,this study measures the operating efficiency of rural e-commerce by integrating the input-output status of the relevant indicators of the whole rural e-commerce industry;on this basis,analyzes the spatial differences of the operating efficiency of rural e-commerce in each province;studies the operating efficiency characteristics of rural e-commerce in the context of regional spatial differences,and based on empirical research;provides guidance for the development strategy of rural e-commerce in China.Finally,this study constructs an regression model of the influencing factors of rural e-commerce operation efficiency from the perspective of agricultural products,consumer goods,and provincial rural e-commerce.Through further empirical analysis,it points out the influencing direction and the process of various factors on the operation efficiency of rural e-commerce in China,so as to provide targeted countermeasures and suggestions for the development planning and policy-making of rural e-commerce in each region,the management optimization of each e-commerce subject,and the improvement of operating efficiency.The main innovations and conclusions are as follows:(1)the concept of rural e-commerce is expanded.This paper holds that rural e-commerce is neither a rural e-commerce industry group registered under the regional concept nor a simple platform for selling agricultural products and agricultural information service station;instead,it is a combination of the e-commerce channels of upstream agricultural products and downstream consumer goods.(2)at the macro level,the development of rural e-commerce in China is still in a climbing stage,in which the overall development efficiency is not high and large spatial differences exist among provinces.The development of e-commerce industry in high-efficiency areas has entered a mature stage and formed a more complete e-commerce industry chain.Some areas even entered the e-commerce period of integration and clustering restructuring.The pure technical efficiency and scale efficiency in most provinces and cities in the middle-efficiency area are not yet combined,or the rural e-commerce efficiency of the upstream agricultural products and the downstream consumer goods only shows high efficiency in one way,suggesting relatively large room for efficiency improvement.Most of the low-efficiency areas are located in the border areas such as the western and northern regions of China,where the level of economic development is relatively lagging behind,lacking advanced management techniques and innovative industrial chain models.Some of the central regions lack incentive policies to develop,which makes it difficult to exert the regional advantage.(3)on the micro level,the overall development efficiency of rural e-commerce agricultural products is not high,and environmental factors have a significant impact on the rural development efficiency.Although the "producer-consumer" model can shorten the agricultural products trading chain,there are still some problems on the technical level and scale level.However,some factors further restricted the development of efficiency of the rural e-commerce,such as the rural e-commerce lacking investment in consumer goods,the cultivation of e-commerce market being slow,and the internal management efficiency being low.(4)on the level of influencing factors,the ability of decision-making,the range of social networking,price difference,and product promotion have a significant impact on the efficiency of upstream agricultural products.Customer distance,customer age,time of arrival,consumer culture,trust,and quality differences are related to the increase in the efficiency of downstream consumer goods.The size of rural Internet users,the education level of rural residents,and the income from rural information technology services have a very important impact the overall efficiency of rural e-commerce.(5)at the level of policy recommendations,the paper proposes some suggestions pertaining to training new rural e-commerce farmers,breaking through the bottleneck of rural e-commerce logistics system,improving rural e-commerce infrastructure facilities,and defining the ways of rural e-commerce development.