Researchonthe Rural E-commerce Development Level Measure And Influence Factors

Agriculture is still the "four modernizations" synchronous short legs among industrialization,urbanization,information and agricultural modernization,and build a well-off society in an all-round way in 2020.The problem about agriculture as the foundation is still weak,the rural development still lags behind,the farmers’ income is difficult,so the " Central first document" has locking "three agriculture" for 13 years,it’s reflects the central to solve "three agriculture" problem is the work priority.Rural market is the main impetus domestic demand market,the traditional way to trade of agricultural products in China can’t meet the needs of the development of modern society,so the development of rural electronic commerce is an important way of promoting the rural economic and social transformation,and studies its development level and its influencing factors is the key to the process of rural e-commerce task.First of all,the paperis on the basis of domestic and foreign literature summary and field research,use empirical analysis and normative analysis method,in order to measure the rural e-commerce development level,and find the key factors affecting the development of rural e-commerce.Through literature analysis to rural electronic commerce define the relevant concepts,use theories such as commodity circulation theory,transaction cost theory,scale economic theory as the support,and combined with field investigation,to rural electronic commerce development present situation and existing problems of descriptive analysis.Then,based on the theoretical basis for electronic commerce development level measurement methods,put forward the research hypothesis,from ready degrees,applied degrees,the effect degrees of three dimension optimizing14 second-level evaluation index,to establish the level of the comprehensive measure evaluation system.The research select 15 rural electronic commerce comprehensive demonstration counties in Heilongjiang province as sample,and use factor analysis and clustering method to measure and compare and sortthe level of rural e-commerce development on the sample.Again,based on the theories and the influential factors of rural e-commerce development level measure the results of the influence factors of development rural electronic commerce,Sum up for infrastructure factors,external environmental factors,endogenous power trading,e-commerce platform,supply and demand factors;Put forward the research hypothesis and variable design,structural equation model is established and the model results are fitted,correction;Finally calculate the optimization model and path coefficient,namely the mutual relationship between rural electronic commerce influence factors.Finally,found ready degrees,applied degrees,the effect degrees is the core elements of rural e-commerce development in Heilongjiang province,15 rural demonstration counties level measure after sorting for electronic commerce development is that: Fangzheng county,Jixian county,county,Tailai county,Shangzhi,Hailin,Huanan,Zhaoyuan country,Nenjiang county,Fuyu,Qingan county,Mingshui county,Yanshou county,Baiquan county,Boli county,Kedong county.Through a structural equation model fitting and correction five times,get the path of the relationship between the factors that affect rural electronic commerce.The study shows that the external environment factors on rural e-commerce infrastructure factors,endogenous power factors,e-commerce platform,supply and demand factors have significant impact on trading,e-commerce platform of the endogenous power factor of the path coefficient is higher,the countryside electronic commerce subject’s willingness to in the future development of e-commerce platform plays an important role.On the basis of the results of the research come up with six suggestions include that Agricultural e-commerce enterprises when leaders,to improve farmers’ consciousness of e-commerce;Heilongjiang province rural electronic commerce balanced development,create Longjiang characteristic regional rural electric business platform;Construction of characteristic agricultural products brand,development of green food electricity sales channels;Promote e-commerce logistics warehousing ability,perfect the electronic commerce support and guarantee system;Cross-border e-commerce talents.