A Study On Farmers’ Willingness To Participate In E-commerce And Its Influencing Factors In Shaoxing City

As the development of e-commerce in urban areas in China gradually reaches a saturation state,rural e-commerce has become a new development direction of ecommerce.The widespread popularity of the Internet in rural areas has led to a sustained increase in the number of rural Internet users,quietly changing the lifestyle of rural residents,and providing important demographic support for the development of rural e-commerce.As a new engine of rural economic development,rural ecommerce is highly valued by governments at all levels in China,and many policies have been proposed to promote the high-quality development of rural e-commerce,creating a good development environment for the development of rural e-commerce.Currently,the development of rural e-commerce in Shaoxing City is still in its infancy,and farmers’ willingness to participate in e-commerce is generally not high.Most farmers still sell agricultural products through traditional sales channels.Based on this background,this thesis proposes a study on the influencing factors of farmers’ willingness to participate in rural e-commerce in Shaoxing City,aiming to stimulate farmers’ willingness to participate in e-commerce and improve their enthusiasm and initiative to participate in e-commerce.In order to analyze which factors affect farmers’ willingness to participate in ecommerce,this study integrates the Planned Behavior Theory(TPB)and the Technology Acceptance Model(TAM)based on previous studies,and constructs a theoretical model of influencing factors for farmers’ willingness to participate in ecommerce by selecting seven variables: perceived ease of use,perceived usefulness,behavioral attitude,subjective norms,perceived behavioral control,external environment,and participation willingness,Through empirical analysis such as reliability and validity testing,descriptive statistics,difference statistics,and model fitness testing,path coefficient,and intermediary effect testing on the questionnaire data,the correctness of research assumptions and the reliability of the theoretical model of influencing factors on farmers’ willingness to participate in e-commerce were verified.The research conclusion shows that farmers’ willingness to participate in ecommerce is significantly and positively affected by subjective norms,behavioral attitudes,perceived usefulness,and perceived behavioral control;The direct impact of external environmental factors on farmers’ willingness to participate in e-commerce is not significant;Behavioral attitudes play a mediating role between farmers’ perceived ease of use,perceived usefulness,and willingness to participate;The individual background variables of farmers have significant differences in their willingness to participate in e-commerce.Based on the above research conclusions,this article proposes countermeasures and suggestions to improve farmers’ willingness to participate in e-commerce from four aspects.First,help farmers correctly understand e-commerce and guide them to form a positive attitude towards participating in ecommerce.Secondly,give play to the driving role of various parties and strengthen the subjective norms of farmers.Third,increase e-commerce skills training to improve farmers’ e-commerce operation ability.Fourth,simplify the operation process of ecommerce platforms and attach importance to the useful experience of farmers.