| In the Internet age,e-commerce has been widely used in all walks of life in society,playing a huge role in promoting social development and improving people’s living standards.In recent years,the government has repeatedly issued relevant policies on agricultural e-commerce,aiming to make full use of e-commerce promoting the traditional agriculture upgraded and accelerate agricultural modernization development.For ordinary farmers,e-commerce is gradually changing their lives.It not only brings more convenient and affordable shopping methods,but also is an important choice to expand the sales scope,expand the sales channels and increase family income.Jilin province,as a large agricultural province,has been actively responding to the government’s appeal to vigorously develop the e-commerce of agricultural products.Fruit products have higher earnings,and have better prospects for e-commerce development than traditional food crops.Therefore,this paper takes the survey data of 300 fruit farmers in Yanbian Korean autonomous prefecture,Baicheng city and Changchun city of Jilin province as an example,studies the e-commerce marketing intention of fruit growers and its influencing factors,as well as the influencing direction and degree of each factor,provides reference for developing rural e-commerce and promoting fruit farmers to speed up to well-off life.This study selected the fruit of the age,level of education,production and operation scale,choice of friends and relatives electricity rate,degree of network channels of participation,the electricity business contact,electricity training education degree,convenience,cold storage,warehousing logistics,cold chain transportation condition ten independent variables,such as in e-commerce choice intention as the dependent variable to construct the theoretical model,combined with the comprehensive analysis of relevant literature,to form the questionnaire of this study.SPSS24.0 software is used to research the recycling of 287 valid questionnaires by regression analysis,to explore the influence factors on the fruit of e-commerce marketing choose the will of the direction and degree of influence,and accordingly puts forward the countermeasures and Suggestions to solve these problems,such as encourages new agricultural talents to return home and choose e-commerce marketing,through integration of agricultural cooperatives land expand the scale of production and operation,building a sound network system can improve network participation,more deeper for electricity training education,encourages fruit growers to reach out and choose more e-commerce channels,construction more convenient more mature cold-chain logistics channels and transportation,etc. |
