Research On The Deviation Between The E-commerce Sales Willingness And Behavior Of Cherry Farmers

Since 2014,the No.1 document of China’s central government has pointed out the contribution of agricultural products e-commerce to rural economic development for nine consecutive years,and increased the support for rural e-commerce.Cherry belongs to the high value-added agricultural products,Yantai cherry is the core of the Yantai Fushan region,the local electricity sales channels gradually improve,create good conditions for electricity sales of agricultural products,also for farmers selling agricultural products to create a good way of sales,cherry farmers participating in e-commerce sales is one of the best choices at present.However,in this survey,it is found that there are still some cherry farmers who have the intention to sell e-commerce but do not participate in the field of e-commerce sales.What factors influence the cherry farmers’ e-commerce sales willingness into e-commerce sales behavior? What is the internal action logic that affects farmers’ e-commerce sales?In this study,527 valid questionnaires were returned through research in the cherry-producing area of Fushan,with a validity rate of 95.1%.The binary logistic model and the explanatory structural model(ISM)were used to investigate the influence of individual characteristics,behavioural attitudes,subjective norms,perceived behavioural control,household resource endowment and external situational factors on the deviation of cherry farmers’ e-commerce sales intentions and behaviours.The study is designed to explore the inner logic of cherry farmers’ e-commerce sales and to provide ideas for effectively promoting the transformation of cherry farmers’ e-commerce sales intentions into actual behaviours.The main findings of this paper are as follows:(1)Based on the descriptive statistics of cherry farmers’ willingness and behaviour in e-commerce sales,it is found that there is an inconsistency between cherry farmers’ willingness and behaviour in e-commerce sales,i.e.there is a deviation between willingness and behaviour,showing the characteristics of high willingness and low behaviour.(2)When using the binary logistic model to empirically analyse the factors influencing cherry farmers’ willingness and behaviour in e-commerce sales,it was found that the deviation between cherry farmers’ willingness and behaviour was mainly influenced by factors such as age,frequency of online shopping,whether they participated in e-commerce training and whether they joined a co-operative in farmers’ individual characteristics,revenue expectations and profit expectations in behavioural attitudes,government publicity and neighbourhood effects in subjective norms,e-commerce use in perceived behavioural attitudes,the number of the farming population in household resource endowment and logistics costs and e-commerce training in external scenarios.(3)An explanatory structural model was used to construct the correlations and hierarchical structure between the factors affecting cherry farmers’ willingness to sell e-commerce and behavioural deviance.The analysis concluded that the transmission paths are: logistics cost → revenue expectation,profit expectation → government propaganda,neighbourhood effect →cherry farmers’ willingness to sell e-commerce and behavioural paradox;logistics cost,age,number of farming population→frequency of online shopping→ e-commerce use → cherry farmers’ willingness to sell e-commerce and behavioural paradox;whether to join a cooperative→e-commerce training→e-commerce use→cherry farmers’ willingness to sell e-commerce and behavioural paradox.Based on the above conclusions,in order to effectively promote the transformation of farmers’ e-commerce sales willingness to behavior,the following policy suggestions are put forward from the two aspects of the government and farmers respectively:(1)Strengthen e-commerce publicity and carry out publicity through multiple channels.(2)Increase the frequency of training and conduct training through multiple channels.(3)Improve supporting facilities and reduce subsidized logistics costs.(4)Improve the subjective cognition level of farmers,and actively participate in e-commerce training.(5)Give full play to the exemplary and leading role of the new type of farmers.