Research On The Influencing Factors Of E-Commerce Participation Behavior Of Small And Medium-Sized Pear Growers In Ningling,Henan Province

The rapid popularization of e-commerce for agricultural products to small and medium-sized farmers is conducive to rural revitalization and promoting the common prosperity of farmers.However,in recent years,e-commerce for agricultural products seems to have remained in the heat of public opinion,and there are still significant differences in the participation and popularity of e-commerce among small and medium-sized farmers.Therefore,this article takes 498 small and medium-sized pear growers in Ningling,Henan Province in 2022 as the research object.Through descriptive statistical analysis of the e-commerce participation behavior and characteristics of the surveyed pear growers,it is found that there is still significant room for improvement in the proportion and participation level of pear growers choosing e-commerce sales,and they still face difficulties in expanding sales,high diversion and logistics costs,and lack of professional e-commerce training.Subsequently,further empirical analysis was conducted using the binary Logit model and Tobit model to explore the influencing factors of the adoption of e-commerce sales methods and e-commerce participation by pear growers.Finally,the following main conclusions were drawn.(1)Education background,non-agricultural employment experience,e-commercet raining frequency and WeChat use frequency and other individual characteristics have a positive impact on the selection of e-commerce sales and e-commerce sale s participation of small and medium-sized farmers.(2)E-commerce cognition has a positive impact on the e-commerce participation behavior of small and medium-sized pear growers.Among them,the level of e-commerce understanding has a positive impact on the selection of e-commerce sales and the participation of e-commerce sales by growers,while the level of optimistic e-commerce sales also has a positive impact on the selection of e-commerce sales bysmall and medium-sized growers of pear,but the participation of e-commerce sales has not passed the significance test.(3)The characteristics of family production have multiple impacts on the e-commerce participation behavior of pear growers.Among them,the proportion of agricultural income has a positive impact on farmers’ choice of e-commerce sales,while it has a negative correlation with their participation in e-commerce sales;At the same time,the recent distance from the wholesale market has a positive impact on the choice of e-commerce sales and the level of participation of farmers in e-commerce sales;In addition,the number of family and friends engaged in e-commerce has a positive impact on the choice of e-commerce sales by small and medium-sized pear growers.(4)The local e-commerce environment has multiple impacts on the e-commerce participation behavior of pear growers.Among them,village level e-commerce organizations have a positive impact on farmers’ choice of e-commerce sales,while village level logistics points have a positive impact on farmers’ choice of e-commerce sales and their participation in e-commerce sales;In addition,transaction costs have a negative impact on the choice of e-commerce sales by small and medium-sized pear growers.Based on the above research results,relevant suggestions are proposed:Firstly,it is necessary to encourage "rural talents" with non agricultural employment experience and returning high education talents to conduct e-commerce entrepreneurship,and create a group of e-commerce wealth leaders to form a demonstration effect;Secondly,it is necessary to enhance the e-commerce awareness of farmers through policy promotion and targeted e-commerce training;Thirdly,optimize the layout of villages lacking logistics points to further improve the local e-commerce hardware environment;Finally,create a good e-commerce soft environment,integrate,promote and actively cultivate e-commerce organizations such as e-commerce sales enterprises,and improve local e-commerce sales service capabilities.