Study On Farmers’ Participation In Rural E-Commerce In Wen County

The rapid economic development of Wen County makes the public service center of e-commerce also set up,and more and more farmers enter the ranks of rural e-commerce.However,the traditional mode of operation still occupies an important position in the hearts of most farmers.Whether to participate in rural e-commerce has become an important choice for farmers in all villages and towns in Wen County.In this paper,farmers in Wen County are selected to participate in rural e-commerce,which is the core.Compared with other counties,Wen County has superior location and transportation,and a large number of geographical indicator agricultural products such as iron stick yam and Wen County wheat are planted,which makes the e-commerce industry particularly prevalent in Wen County.However,there are still many problems restricting the development of local e-commerce.In this paper,farmers in Wen County were taken as research objects to study the influencing factors of farmers’ willingness to participate in rural e-commerce.Fourteen factors derived from farmers’ personal characteristics,external environmental factors and information understanding degree were selected as independent variables to study the degree of influence of these factors on farmers’ willingness to participate in e-commerce.Descriptive statistics and binary Logistic empirical analysis were made on the survey data,and targeted countermeasures and suggestions were put forward.The following conclusions were drawn in this paper:(1)Through the field interview and investigation of farmers,it is learned that the farmers in Wen County are mainly middle-aged and old,with relatively low educational level,and the older people do not know much about e-commerce,so the knowledge level of rural e-commerce of the majority of farmers needs to be further improved.(2)Based on the interviews and surveys of farmers,the main problems facing farmers in Wen County are e-commerce market saturation,the impact of the post-epidemic era,the lack of input costs and core talents,and the absence of e-commerce service stations.From the overall investigation,it can be seen that some farmers still rely on traditional trading methods,such as trading through offline wholesalers,with less participation of farmers and more participation of e-commerce companies.(3)The empirical analysis of factors influencing farmers’ willingness to participate in rural e-commerce shows that among the independent variables,education level,annual household income,familiarity with online payment,market information acquisition difficulty,infrastructure perfection,logistics convenience,e-commerce policy publicity and implementation do not affect farmers’ willingness to participate.And whether there is a Courier site,whether there is online shopping experience,whether there has participated in e-commerce training and the degree of understanding of e-commerce have a significant positive impact on the participation willingness of farmers.The gender and age factors of rural households have significant negative influence on their willingness to participate in rural e-commerce.(4)Finally,based on the results of descriptive statistics and empirical analysis,the following five suggestions are put forward for farmers’ participation in rural e-commerce: strengthen the implementation mechanism of rural e-commerce policies;Optimize the construction of rural e-commerce infrastructure;Open up the path of professional e-commerce merchants to go to the countryside;Normalization of e-commerce skills training for farmers;Cultivate regional characteristics of rural e-commerce brand,effectively promote the development of Wen County e-commerce.