Desire Investigation And Thought On Farmers' Online Shopping

With the popularity of the Internet,the Internet has gradually become a new shopping channel.Compared with the traditional way of shopping,online shopping has the advantage of real-time,interactive,low cost,all-weather,no limit of territory and thus has obtained the rapid development.Different from the network popular consumer market is that a large rural online shopping market is desolate,the population of farmers in our country is numerous,the development of rural network consumer market has a very strong social value and economic value,contribute to the realization of the no difference between urban and rural areas to promote the upgrading of rural consumption and rural consumption difference,improving the quality of life for rural residents,but it can to meet the basic conditions of rural online shopping accounted for only a few,the paper takes rural residents as the main subject of investigation,exploring the factors that affect the willingness of rural residents to shopping through internet,the results analyzed which hampered the development of the rural consumer market of online shopping and are given to solve the problem of the corresponding policy recommendations.Rural residents' willingness to purchase online shopping has a direct impact on the development of online shopping market in rural areas.Therefore,it is of great significance to investigate the willingness of rural residents to shopping through internet.At present,domestic scholars to the research subject of online shopping consumer mainly concentrated in urban consumers and college students,In contrast to the study of rural residents of the consumer group is less,and the existing research has focused on the mode of electronic commerce of agricultural products,function and development trend,less research on rural residents shopping,such as lack of motivation,willingness issues and no going deep into the countryside to get firsthand data corresponding empirical research data.This paper takes the rural residents in Ji'an as the object of investigation,the main choice combining on-site selfadministered questionnaire and online surveys is be taken,a large number of full and accurate data,for this study provides good data base and through statistical analysis of survey data,to verify the research hypothesis.Through statistical analysis of the survey data found that the rural residents of online shopping is relatively high degree of cognition,but the willingness to purchase is not strong,only 10.98% of rural residents are very willing to choose through online shopping.The construction and restrictive factors of rural residents' online shopping including logistics infrastructure of the traditional consumption concept and understanding of online shopping is relatively simple.there is a serious conformity in the survey that the rural residents in the process of online shopping,and other people's purchasing behavior and product reputation as the basis for the purchase of rural residents.According to the statistical results,the age,the degree of understanding of online shopping and the distance of the logistics distribution point is an important factor affecting the rural residents' online shopping,the three variables are significant at 5% level.Compared with urban residents,rural residents younger age characteristics of online shopping is more obvious,older rural residents are more likely in the form of traditional shopping.This part of the people understanding to network shopping is only heard,so willing to online shopping is not strong.The distance of logistics distribution is an important factor that affects whether the rural residents are willing to purchase online shopping,and the rural residents' willingness of logistics distribution is not strong.According to the conclusions of the study,in order to develop the rural online shopping market.First of all,the government should improve the construction of rural online shopping facilities,especially the construction of rural logistics system for rural residents to create a good condition for online shopping.Secondly,the spread of online shopping knowledge,strengthen the awareness of rural residents of online shopping,so that rural residents can have a more in-depth understanding of online shopping.Thirdly,the electricity business needs to be based on the characteristics of rural residents consumption of word of mouth marketing,catering to the consumer demand of rural residents.Then,logistics enterprises to reduce logistics costs,improve the efficiency of logistics and distribution,to achieve the final goal of the last mile of rural express delivery.Finally,the traditional consumer awareness of rural residents need to change,take the initiative to understand the Internet shopping,to cultivate the awareness of online shopping in order to improve the willingness of online shopping.