| In recent years,in order to respond to the implementation of National village revitalization strategy,Sichuan Zizhong County Government used local advantage agriculture Project-tarocco Blood Orange industry,combined with the development trend of e-commerce,in the blood orange e-commerce sales have made certain achievements,led to farmers income,rural development and agricultural efficiency.On the whole,however,there are still many obstacles in the Zizhong County of the Blood orange growers in E-commerce Sales.In order to further understand the practical problems affecting the opening of the shop in Zizhong County blood Orange growers,to promote the healthy development of Zizhong County Rural e-commerce,This paper investigates the willingness of the Zizhong County to set up online shop,and puts forward the corresponding solutions based on the research Results.In order to better promote the Zizhong County blood orange Industry and Zizhong County Rural E-commerce further healthy Development.First of all,this article through field research pointed out that Zizhong County at present there are three kinds of blood orange planting industry chain organization Mode: The model is "county Government + special Union(peasant Household)+ whole city E-commerce + Logistics enterprise",mode Two for "leading Enterprises + professional Cooperatives + base + farmers",the model for "grass-roots +farmers + Logistics Enterprises + secondly,in the research method,this paper collects the primary data through the questionnaire survey,uses the factor analysis and constructs the logistic regression model to carry on the empirical research analysis Zizhong County the Blood Orange Grower's shop opening intention and the key restriction Factor.In this paper,the willingness intensity of the farmers to set up the shop is used as the dependent variable,the logistic model is constructed to return the analysis,and the influence factors are judged by the regression coefficient to the Zizhong County of the Blood Orange Growers.Among them,the intention of the farmers to open a shop is mainly from 3 indicators to Evaluate-open shop interest,open Shop confidence and the attitude of opening shop,on the3 indicators to increase the mean value as a farmer to set up an online shop will be divided into 4,will be divided into two types of online Stores-will be strong and will not strong,affecting the farmers to set up online shop factors related to external policy environment,infrastructure and personal conditions,such as 12 indicators.Through factor analysis,This paper chooses the factors with higher correlation and brings it into logistic model Analysis.The results show that policy services and the opening of existing online stores are the main factors affecting the establishment of online stores,followed by service facilities and personal E-commerce skills.therefore,in order to effectively improve the blood orange growers to open a shop,Zizhong County government first need to increase the support of farmers policy services,so that farmers have a further understanding of e-commerce,at the same time set up a typical shop,publicity shop opened the specific case and effect,to stimulate the enthusiasm of the farmers to open shop;The second is to improve the construction of E-commerce infrastructure,and promote the cultivation of individual e-commerce ability,so as to further improve the Zizhong County Blood Orange Growers Shop opened the will to effectively promote the healthy and sustainable development of e-commerce in the blood orange industry. |
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