Study Of Farmers’ Willingness To Participate In Agricultural Products E-commerce In Yinan County And Its Influencing Factors

According to what is pointed out in the report of the 20 th National Congress of the Communist Party of China,the most difficult and arduous task of building a modern socialist country in an all-round way still lies in rural areas,in which some requirements are proposed,such as adhering to firstly develop agriculture and rural areas,integrate urban and rural development,and unblock the flow of factors between urban and rural areas.The indepth implementation of the project of "prospering agriculture through digital commerce" and "Internet +" agricultural products going out of villages and into cities were emphasized by the No.1 central document of the Central Government in 2023 emphasizes,and the Ecommerce was pointed out to be a significant information technology to promote the flow of factors between urban and rural areas.In addition to being able to undertake the important roles of the upward movement of agricultural products and the downward movement of industrial products,build a bridge between China’s small-scale agricultural economy and the market economy,strengthen the ability of farmers to resist the risks of planting and operating,make the optimization of the sales structure of agricultural products,Ecommerce for agricultural products can also facilitate the construction of a diversified food supply system,and guarantee the diversity of China’s agricultural food supply.The Ecommerce is taken as a technical means,in which farmers are both implementers and participants,the prerequisite for the development of agricultural E-commerce is the active participation of farmers in agricultural product E-commerce.Therefore,the great significance to the development of agricultural product E-commerce is embodied in terms of the research on farmers’ participation in agricultural product E-commerce and its influencing factors.Based on the theory of planned behavior and referring to the research results of literature,relevant indicators were selected from six aspects: personal and family characteristics,traditional transaction costs,E-commerce infrastructure,farmers’ behavioral attitudes,subjective norms,and perceptual behavior control,and research hypotheses were put forward,and binary logistic regression model was used to analyze the influencing factors of willingness and test the hypotheses.The empirical analysis results show that some influencing factors such as behavioral attitude,subjective norms,perceptual behavior control,and e-commerce infrastructure have a positive impact on farmers’ willingness to participate in agricultural product E-commerce.Traditional transaction costs have a negative impact on farmers’ willingness to participate in agricultural E-commerce.Age has a negative impact on farmers’ willingness to participate in agricultural products E-commerce.The willingness of farmers with household planting area to participate in agricultural products E-commerce has a positive impact.Finally,countermeasures such as promoting youth return to their hometowns for employment,appropriate scale operation,increasing the awareness of agricultural product e-commerce,playing a leading role of local village committees and enterprises,strengthening farmers’ E-commerce skills,innovating Ecommerce development models,reducing information collection costs and improving bargaining power,strengthening rural network construction and adding E-commerce service points,and improving cold chain logistics and express delivery sites were proposed,in order to enhance the willingness of farmers in Yinan County to participate in agricultural products E-commerce.