Study On The Effect Of Rural E-commerce On Kiwi Growers' Income

The organic integration of peasant household and modern agriculture is the basic of developing modern agriculture,promoting agricultural rural modernization and consolidating the strategy of rural revitalization.At the same time,the Internet coverage network and logistics distribution system have spread to rural areas and integrated with modern agriculture development,rural e-commerce has ushered in a vigorous development trend and has become a new growth point for China's current economic.The kiwi industry is a characteristic advantage industry in Sichuan province and Shaanxi province.The kiwi fruit in the two places has excellent planting conditions,diverse varieties,and good quality.The kiwi fruit has the natural advantages of storage resistance and easy transportation compared with other fruits.Provides favorable conditions to develop e-commerce.However,for small farmers,can rural e-commerce bring them income growth? What's the path behind the increasing farmers' income? Heterogeneity of resource endowment of farmers,development degree of e-commerce,factors of transportation location,policy environment may lead to inconsistent results in increasing income of rural e-commerce.These issues are directly related to the vital interests of farmers and the future development of rural e-commerce work.Based on the theory of peasant household behavior theory,transaction cost theory,and agricultural product marketing theory,this paper analyzed the mechanism of rural e-commerce to increase income,used field survey data of 686 peasant households in Shaanxi and Sichuan provinces,and used endogenous transformation model(ESR)calculated the income gap between e-commerce farmers and non-e-commerce farmers under the counterfactual framework.It also estimated the effect of rural e-commerce on income growth for farmers.The mechanism of income increase proposed in the previous article was tested,and discussed the income increase differences of different planting scales.The research results showed: First,the e-commerce development in Shaanxi Province and Sichuan Province achieved certain achievements,but there were still many challenges to achieve long-term development,such as short industrial chains,no brand effects,and imperfect logistics and storage facilities.Second,whether farmers participate in rural e-commerce was affected by multiple variables.Among them,entrepreneurial experience and the degree of fragmentation of orchards significantly affected the probability of farmers' participation in rural e-commerce.At the same time,village-level e-commerce training and logistics convenience were important factors that can promote farmers' participation in rural e-commerce.Third,farmers' participation in rural e-commerce could significantly increase their income levels.Under the counterfactual assumptions,if e-commerce farmers didn't participate in rural e-commerce,the income would decrease by 46%.If non-e-commerce farmers participated in rural e-commerce,the income would increase by 53%.Fourth,the rural e-commerce association improved the income level of farmers through two channels: product circulation and product value remodeling.The mediating effect of the two paths accounted for 0.275 and 0.280 of total effect.Fifth,rural e-commerce may widen the income gap.The average income of large-scale farmers participating in rural e-commerce increased by 38.8%,and the average income of small-scale farmers participating in rural e-commerce increased by 20.4%.This was likely to widen the income gap within the village.This may lead to deep gap between the rich and the poor.In view of the above conclusions,this article proposes the following policy recommendations: First,the government should ensure the effective supply of public services,provide policy supports such as skills training,and entrepreneurship incubation,and give certain policy preferences to e-commerce entrepreneurial farmers;Second,the policy should be inclusive.Provide more financial subsidies and policy support to disadvantaged farmers,and gradually include more qualified farmers into the rural e-commerce industry chain;Third,farmers who have entrepreneurial experience or other economically capable persons should be actively guided to join the construction of new rural areas.Emphasis on the cultivation of e-commerce merchants,so as to drive more farmers to participate in rural e-commerce,and achieve "shared results" in the e-commerce economy.Finally,efforts should be made to improve infrastructure construction,ensure network coverage and road construction.