Study On The Influencing Factors Of Laiyang Pear Growers’ Willingness To Participate In Online Sales

With the development of information technology and the upgrading of consumption,the traditional sales model has been unable to meet the needs of residents for fresh agricultural products.The CPC Central Committee and the State Council have provided policy support to accelerate the process of rural e-commerce.The online sales model of agricultural products with the background of "Internet plus" has helped farmers grasp the real-time nature of market information and the transparency between buyers and sellers,greatly reducing the degree of information asymmetry,Communication with consumers through Internet technology can realize the direct connection between rural and urban areas and the connection between agricultural products and consumers’ needs,avoid the disconnection between the production of agricultural products and market demand due to information asymmetry,realize the balance between supply and demand,improve farmers’ enthusiasm for production,ensure the maximization of farmers’ interests,and promote the rapid development of rural economy.Therefore,this paper analyzes farmers’ acceptance of online sales of agricultural products from the perspective of farmers’ willingness,and explores the key factors that affect and restrict farmers’ participation in online sales,which has practical significance for promoting the transformation and upgrading of agricultural products circulation and improving farmers’ income.This paper takes 521 Laiyang pear growers in Zhaowangzhuang Town of Laiyang City as the research object,collects and collates data after issuing questionnaires,investigates and analyzes Laiyang pear growers’ willingness to participate in online sales and its influencing factors,and makes descriptive statistical analysis from five aspects of growers’ personal and family characteristics,perceived usefulness,perceived ease of use,social impact and external environment,It is concluded that 47% of Laiyang pear growers are willing to participate in online sales.The binary logistic regression model was used to analyze the influencing factors of Laiyang pear growers’ willingness to participate in online sales,and the factors such as age,per capita annual income of families,perceived usefulness,perceived ease of use,support of relatives and friends,network popularity and convenient road transportation significantly affected Laiyang pear growers’ willingness to participate in online sales.The gender,education level,online shopping experience,planting area Whether to participate in e-commerce training and other factors have no significant relationship with the willingness of growers to participate.Based on the analysis of the influencing factors of online sales of Laiyang pear,the following countermeasures and suggestions are put forward to improve the willingness of growers to participate in online sales: Improve the awareness of online sales of farmers,attract talents to return to their hometowns,improve the perceived usefulness of farmers,improve the ease of use of farmers’ perception,strengthen network infrastructure construction,improve logistics and storage facilities,and cold chain circulation system.