Research On The Impact Of Agricultural Informatization On Agricultural Economic Development In Zhejiang Province

As a productivity tool,"Internet+" has had a profound impact on human production and life,and has been widely used in different social production fields and has made important contributions to technological innovation and social progress.In recent years,in order to promote the modernization of agriculture and enhance agricultural productivity,the government has actively promoted a number of new policies aimed at using Internet technology to modernize and transform agriculture,and further accelerate the development of "Internet + agriculture".Currently,many entrepreneurs have shifted their business focus to the rural sector and have achieved better agricultural production and business results through the application of big data and e-commerce in Internet technology.For farmers engaged in farming,e-commerce has become an important sales channel that can expand the sales channels of agricultural products and enhance family income.However,although e-commerce for agricultural products has become popular nationwide,there are still some regions where the proportion of growers participating in ecommerce channels for agricultural products is low,which can limit the development of the e-commerce economy and agricultural economy.In order to ensure the prosperous development of agricultural products e-commerce channel and make it drive the agricultural economy for rural revitalization,so this paper investigates the willingness of local area growers to choose e-commerce channel.Taking Qixia City in Shandong Province as an example,the city is one of the important apple production bases in China,and the sale of fresh agricultural products through the Internet has begun to become a new cross-regional sales channel selection method with certain representativeness.Therefore,this theories takes Qixia City,Shandong Province,as the research site to investigate apple growers’ e-commerce channel selection behavior and the factors affecting apple growers’ ecommerce channel selection behavior,in order to provide reference for developing rural ecommerce and improving apple growers’ income.This study uses the theory of planned behavior as the theoretical basis and selects farmers’ e-commerce attitudes,subjective norms,perceptual behavior control,choice intention and choice behavior as latent variables.The questionnaire design and distribution were combined with existing related studies and the real situation,and the SPSS19.0software was used to test the reliability and validity of the recovered valid questionnaires.This study first conducted descriptive statistical analysis,and then AMOS22.0 software was used to construct a structural equation model and test its fitness.Through the empirical study,the results showed that there was a positive effect between apple growers’ choice intention and control of e-commerce attitudes,subjective norms and perceptual behaviors.Also,choice intention plays a crucial role in choice behavior.This finding deepens the applicability of the theory of planned behavior to the problem of apple growers’ ecommerce channel selection behavior.