A Research On The Behavior And Influencing Factors Of Adopting Electronic Commerce In Farmers' Professional Cooperatives In Chongzhou City

Since 2015,Chongzhou has been named as an e-commerce demonstration county.Under the leadership of all levels of government,e-commerce-related work has been carried out one after another,and various types of farmers' professional cooperatives have also begun to gradually "shock" the development.But according to the investigation,Chongzhou farmer specialized cooperative electronic commerce development is not optimistic.This paper mainly adopts the methods of literature research,questionnaire survey and empirical analysis,summarizes the status quo of the adoption of E-commerce in farmers' professional cooperatives in Chongzhou,and based on the theoretical analysis of technology acceptance model,innovation diffusion theory and TOE framework theory,this paper studies the influence of farmers' professional cooperatives on the adoption of e-commerce.The main influencing factors of business.The results show that: due to the characteristics of e-commerce,such as technology,funds and high demand for talents,the age of cooperative president has a significant negative impact on the adoption of e-commerce in farmers' professional cooperatives;Gender and educational level have a significant positive impact on the adoption of e-commerce in farmers' professional cooperatives;Cooperative management scale,management type,social relations resources and network access have a significant positive impact on the adoption of e-commerce in farmers' professional cooperatives.Agricultural products are not easy to store,but e-commerce sales can not be separated from the transport link,easy processing and easy storage is the first step for cooperatives to adopt e-commerce,along with the operation The expansion of scale and the rise in output and quality also stimulate cooperatives to look for more efficient and profitable ways of selling beyond offline sales.Social relations resources can bring wider financing channels to promote cooperatives to expand the scale,transform and upgrade,promote the adoption of e-commerce,but also for e-commerce development funds for high consumption of worry;The technical,organizational and environmental characteristics of cooperative e-commerce have a significant positive impact on the adoption of e-commerce in farmers' professional cooperatives.The development of e-commerce,technology plays a fundamental role,the internal protection of the organization is the cooperative development of e-commerce "amulet",industry Environment is the catalyst,under the joint positive action of the three,the initiative to promote the cooperative to adopt e-commerce;the perceived usefulness and perceived ease of use of cooperative e-commerce have a significant positive impact on the adoption of e-commerce in farmers' professional cooperatives.The attitude of technology recipients to emerging technologies depends first on whether they are useful and then influenced by their ease of use.Only useful and easy-to-use technologies can be quickly adopted by the recipients.According to the research results,this paper puts forward policy suggestions from five aspects: first,to strengthen the government's support for the development of e-commerce of professional cooperatives;second,to improve the "hematopoiesis" ability of professional cooperatives themselves;Third,improve the popularity of e-commerce platform,reduce the operating costs of e-commerce platform;fourth,expand the financing channels of professional cooperatives;fifth,strengthen publicity,promote the brand construction of agricultural products of professional cooperatives,and improve the difference of e-commerce sales of agricultural products.