Study On The Influence Factors Of Rural Electronic Commerce In Shandong Province

We are in the era of network economy.With the popularization and commercialization of the Internet,in the face of fierce economic competition and rapid development of information technology,e-commerce has become more and more normalized in all aspects,and the voice of rural e-commerce has become higher and higher.The emergence of rural ecommerce can change the traditional transaction mode of agricultural products and consumer goods,so as to improve the transaction efficiency and reduce the transaction cost.Its convenience is self-evident for rural development,which has important significance for rural economic development.The popularization of Internet in Shandong Province is very fast.With the development of agricultural economy in Shandong Province,rural e-commerce in Shandong Province shows a huge market demand.Thus,rural e-commerce in Shandong Province has a huge development prospect.Based on the actual situation of rural areas in Shandong Province,this paper analyzes the era demand and regional characteristics of the development of rural e-commerce in Shandong Province,and uses a variety of analysis methods to study the influencing factors of the development of rural e-commerce.This paper adopts multiple regression analysis model to comprehensively consider the development of rural e-commerce in Shandong Province from seven aspects: GDP,electricity consumption,household consumption level,rural population,network access,total road mileage and patent application authorization.The analysis results of this paper show that GDP,electricity consumption,rural population,network access,total road mileage and patent application authorization have a significant positive impact on the development of rural e-commerce in Shandong Province,while the consumption level is for Shandong Province.The development of rural e-commerce has a significant negative impact.Judging from the group regression results of different geographical locations in various cities of Shandong Province,each explanatory variable can have a significant impact on the development of rural e-commerce in inland cities,but not on the development of rural ecommerce in coastal cities.From the group regression results of different income levels in various cities of Shandong,the impact of each explanatory variable on the development of rural e-commerce in Shandong is not significant.