An Empirical Analysis Of Farmers’ Choice To Use The E-commerce Platform For Financing

The problem of the rural development is a hot topic in the Chinese government and society.As the core of the economic development,Finance is important in the economic development of the rural area.In the real society,the market of the rural finance is still imperfect.There are not enough financial institution and the informal finance is irregular,so that the financial demand of farmers did not be satisfied.O n the other hand,the remarkable e-commercial firms in China like Alibaba and JD,started popularizing their operations into the rural market little by little.And the e-commercial firms has planned to step into the rural financial market,and become the new power in this market,since the thousand county village plan of Alibaba and the ?3F‘plan started.Because the financial business of the e-commercial firms developed soon and the environment of economical development is not great,it did not be accept from everyone.So in this paper,I will expatiate the condition of the financial business of the e-commercial firm.O n the top of it all,I will look for the factors that affect the famers selecting the e-commercial firm to equity trading though the empirical analysis.The theoretical basis of this paper is planning behavior theory.O n the basis of it,I will build the model and propose research hypotheses,and from the four dimensions about behavioral attitudes,subjective behavior norms,perceived behavior control and past behavior,I will do the logistic analysis to explore the factors that affect the willingness of farmers to finance from the e-commerce platform.I used the questionnaire to collect data,A total of 320 questionnaires were issued,and a total of 300 questionnaires were collected.There were 284 valid questionnaires.Based on the theory of planned behavior,the factors that affect farmers’ willingness to use the platform financing should be selected based on behavioral attitude,subjective behavior standard,perceptual behavior control and past behavior.Based on the previous research,the evaluation of service,convenience and interest rate,the behavior demonstration,the support of people around,the difficulty of financing in other financing channels,the distance from the village service station,the amount of information,the time to obtain funds,and the financing situation in the past as independent variables.The logistic binary analysis proves that the independent variables have different effects on the farmers’ willingness to finance through the e-commerce platform.Among them,under the behavioral attitude dimension,the evaluation of the service has a significant positive impact,and interest rate evaluation has a negative impact,convenience evaluation is not significant.Under the subjective normality dimension,the behavior demonstration and the support of the surrounding people have a positive effect on the dependent variable.Under the control dimension of the perceived behavior,the financing quantity of other channe ls has a positive effect on the dependent variable and shows a significant level.Financing time and distance from the village service station are not significant.In addition,the past financing situation is not significant.Based on this conclusion,this paper puts forward some strategies and suggestions to enhance farmers’ willingness to finance,including: to focus on the promotion of self-financing business,the promotion of financial business-related information and the degree of easy understanding;to enhance the level of staff services;to enhance the village cadres,villagers self-government organizations and other farmers leaders on the financial business support.