Study On The Influencing Factors Of Farmers’ E-commerce Entrepreneurial Behavior In Heze City

Under the background of ‘mass entrepreneurship and innovation’,Farmers’ ecommerce entrepreneurship has made up for the shortcomings of traditional sales channels by expanding the marketing channels of agricultural products,shortening the circulation of agricultural products,and saving the sales cost of agricultural products,it provides a new way to comprehensively promote the implementation of rural revitalization strategy and promote urban-rural integration development.As far as Heze city is concerned,in recent years,farmers’ e-commerce entrepreneurship industry has been in full swing,attracting more and more farmers to join the e-commerce entrepreneurship ranks,and forming a‘Daji Model’,which has become the most prefecture-level city with Taobao village for two consecutive years.However,at this stage,what is the development status of farmers’ ecommerce in Heze city ? What can be learned from the ‘Daji Model’ ? What are the factors that affect farmers’ choice of e-commerce entrepreneurial behavior? The above questions have obviously become the problems and difficulties that must be solved in the study of farmers’ e-commerce entrepreneurial behavior in Heze city,the theoretical research and empirical test of the above problems is not only a supplement and improvement of the theory of farmers’ e-commerce entrepreneurship,but also a decision-making basis for further promoting the sustainable development of farmers’ e-commerce entrepreneurship in Heze city and other regions.This thesis summarizes the domestic and foreign research on farmer entrepreneurship,rural e-commerce development and farmer e-commerce entrepreneurship,supported by entrepreneurial theory,farmer behavior theory and transaction cost theory,research on the development status of e-commerce in China and Heze city,based on the survey data of 236 farmers in Chenji town and Suji town of Heze city,the binary Logistic model is constructed to identify the influencing factors of farmers’ e-commerce entrepreneurial behavior.The results show that: first,farmers’ e-commerce entrepreneurship in Heze city and the whole country has entered a stage of steady development.The internet penetration rate in rural areas of the whole country has increased year by year,and the number of employees has increased.The transaction volume of rural e-commerce in Heze city has increased exponentially,and Taobao villages and Taobao towns have been covered.Second,farmers’ e-commerce entrepreneurship in Heze city is transformation and upgrading,from the aspects of promoting a sound mechanism,amplifying the aggregation effect,creating an excellent service environment,and highlighting brand building,so that Daji town forms the transformation from individual e-commerce to family e-commerce and then to industrial e-commerce.Third,there are some problems in the e-commerce entrepreneurship of farmers in Heze city,such as the imperfect rural logistics system,the shortage of e-commerce related talents,the weak policy guidance of county and district,and the low degree of regional characteristic brand cultivation.Fourth,internal and external factors affect farmers’ e-commerce entrepreneurial behavior.In personal characteristics,farmers’ education level,social ability and understanding of e-commerce have a significant positive impact on their e-commerce entrepreneurial behavior;in the family characteristics,farmers’ household income and arable land have a positive effect on their e-commerce entrepreneurial behavior;in terms of grassroots governments,government interest discount loans have a significantly positive impact on their ecommerce entrepreneurship;in terms of social characteristics,the number of entrepreneurs around farmers and brand agricultural products have a significant positive effect on their ecommerce entrepreneurial behavior.Finally,on the basis of empirical analysis,in order to promote farmers’ participation in e-commerce entrepreneurship in Heze city,broaden the marketing of agricultural products,and achieve sustained income,this thesis puts forward the following suggestions:to carry out various forms of e-commerce skills training,increase the financial support of farmers’ e-commerce entrepreneurship,encourage farmers to start agricultural e-commerce,and cultivate local advantage characteristic agricultural product brand.