Research On The Income Effect Of Family Farms Operating Agricultural Products E-commerc

The high-quality development of agriculture in China is faced with many practical difficulties: the contradiction between agricultural supply system and the upgrading of consumption demand structure,the contradiction between small farmers’ operation and largescale requirements,the contradiction between rising production cost and increasing farmers’ income,and so on.E-commerce of agricultural products,as a new form of business promoted by informatization and digital economy,can improve the problems of imperfect traditional agricultural information and unsmooth sales,and provide a new channel for solving the above multiple realistic difficulties.Therefore,the government has issued a series of supportive policies to promote the integrated development of e-commerce,agricultural industry and rural economy,in order to release the dividends of e-commerce and promote the informatization and modernization of agriculture.It is generally believed that compared with ordinary farmers,new agricultural operating subjects have higher modern market awareness,risk awareness,management ability and more adequate resource endowment.Compared with other new agricultural operating entities,family farms have adapted to the natural and social attributes of agriculture and achieved a high degree of compatibility between agricultural production characteristics and family characteristics.If the integrated development of family farm and ecommerce can be guided,it is not only conducive to the transformation and innovation of business model of family farm,but also conducive to its demonstration role.However,in the practice of e-commerce of agricultural products,there are problems such as relatively weak willingness of family farms to operate e-commerce of agricultural products,low degree of integrated development of e-commerce,low efficiency of e-commerce operation,widening income gap and so on.How to stimulate the endogenous power of family farm agricultural products e-commerce,better use e-commerce to stimulate the development of agriculture and rural new kinetic energy,is a realistic problem that needs to be solved.Therefore,on the basis of the existing research,based on the theory of peasant household behavior,transaction cost theory,technology adoption theory and other relevant theories and literature review,using the micro data of the special investigation of the development index of new agricultural operation subjects at fixed observation points in rural China,this paper selects family farms as the research object.The endogenous conversion regression model,quantile regression and mediating effect model were used to empirically test the income effect and its heterogeneity of agricultural products e-commerce.Based on the research conclusions,relevant policy suggestions are put forward to provide innovative policy reference for government departments to promote the high-quality development of agricultural e-commerce.The main research contents and relevant conclusions of this paper are as follows:First,the influencing factors of e-commerce of agricultural products operated by family farms.The endogenous transformation model is used to construct a "counterfactual" analysis framework to examine the influencing factors of farm income of families participating in and not participating in e-commerce.The empirical results show that education level,government financial support,original value of productive fixed assets,whether to buy agricultural insurance,and e-commerce preference have a significant impact on family farms’ choice of agricultural ecommerce.Second,the impact of agricultural e-commerce on the income level of family farms.By calculating the processing effect,the paper explores the influence of agricultural e-commerce on the income level of family farms.The results show that,considering the counterfactual hypothesis,if the family farm operating e-commerce of agricultural products does not adopt e-commerce of agricultural products,its income is about 990,900 yuan,but because it chooses e-commerce of agricultural products,its income increases to 1,210,300 yuan,an increase of 219,400 yuan.The results of mediating effect test reveal the mediating effect of private brand and certification of agricultural products on the revenue increasing effect of agricultural e-commerce.Third,the impact of agricultural e-commerce on the income gap within family farms.Quantile regression method is used to empirically test whether there are intra-group differences in income effects of participating in e-commerce.The results show that with the increase of family farm income,the effect of agricultural e-commerce on family farm income generally increases first and then decreases.It shows that for family farms with different resource endowments,e-commerce of agricultural products is conducive to narrowing the income gap.Based on the above analysis,this paper puts forward four policy suggestions: first,stimulate the endogenous power of family farm agricultural e-commerce;Second,to build a deeply integrated development system of government,family farm and e-commerce;Third,pay attention to the intermediary role of standardized production of agricultural products and brand effect in the revenue effect of e-commerce;Fourthly,we should pay attention to the heterogeneity of ecommerce effect of agricultural products operated by family farms.