Analysis On Influencing Factors Of Fruit Farmers’ Willingness To Participate In E-commerce Sales

In recent years,with the rapid development of the Internet,traditional agriculture has been upgraded,and the application of the Internet has become more and more common in rural areas.Farmers in many areas have been able to get rid of poverty by selling agricultural products through Internet e-commerce platforms.However,Fushun county Shiwen town annual average of more than 30,000 tons of quality apple has fallen into unsalable state.How to help more than 400 farmers in Shiwen Town to achieve e-commerce sales,increase farmers’ income,expand industrial development,and provide consumers with high-quality apples is of great significance.In order to accomplish this task,the author first carried out industrial research to comprehensively understand the development history of the industry,the scale of the industry,the number of participating farmers,product quality and brand,and product sales.On this basis,questionnaires were designed to understand farmers’ Internet environment,participation intention,training intention,etc.,and to explore the factors restricting farmers’ participation in e-commerce sales.On the basis of the description and analysis of the above two parts,this thesis makes an in-depth discussion on the factors affecting fruit farmers’ participation in e-commerce sales by using empirical analysis method.In empirical research part,the main choice Shi Wen town growers family apple planting scale,the industry network operator’s gender,age,region penetration rate,frequency of Internet use,logistics convenience degree,storage and cold storage condition,whether taken part in training courses on e-commerce,Internet master degree,level of education and other variables.Stat14.0 version is the econometric analysis software adopted in this paper,and binary Logistic model is used in the selection of the econometric model.The sample size of this thesis is 230 fruit farmers.Through empirical analysis,it was found that the age of fruit farmers,education level of fruit farmers,local logistics conditions of fruit farmers is convenient,fruit farmers have storage conditions,fruit farmers have participated in e-commerce training,these independent variables have a positive impact on fruit farmers to choose e-commerce sales.Finally,this thesis puts forward some feasible countermeasures and suggestions for the development of e-commerce in Shiwen town,such as the input of more excellent talents for the development of e-commerce in rural areas,and the expansion of the youth team;The establishment of apple planting cooperatives to standardize the management model to achieve modernization;Training for fruit farmers,so that more fruit farmers understand the e-commerce sales platform;Improve rural logistics conditions,strengthen fruit farmers storage facilities;Build shiwen Town Apple brand,improve the market awareness and influence of products.