Research On The Impact Of E-Commerce Technology-Empowerment On Farmers’ Self-Development Capabilities

Currently,China is at an important stage of consolidating and expanding the achievements of poverty alleviation and achieving effective connection between rural revitalization.The next work will focus on rural construction and industrialization development.Rural e-commerce has played an important role in the development process of rural areas,not only driving the industrialization and infrastructure construction in rural areas,but also improving the living environment in rural areas and promoting rural economic development.It has also created a large number of jobs,attracted a large number of talents to participate in rural construction,and also connected farmers with the big market,helping farmers increase their income and improve their development ability.As the micro main body of rural society,farmers’ development plays an important role in consolidating the achievements of poverty alleviation and achieving rural revitalization.Therefore,the research on farmers’ self-development capabilities has great significance.Based on a literature review of rural e-commerce and farmers’ self-development capabilities at home and abroad,this article finds that the impact of rural e-commerce on farmers is mostly conducted from the perspectives of economic income,agricultural product sales,and farmers’ participation behavior.There are few studies conducted from the perspective of farmers’ self-development capabilities.At the same time,there are few empirical studies on the mechanism and path of rural e-commerce empowering farmers.Based on the above realistic background and a review of literature,this study explores the mechanism of e-commerce empowerment on the self-development capabilities of agricultural e-commerce farmers.Firstly,based on existing research,e-commerce empowerment is divided into ICT(Information and Communication Technology)skills and e-commerce skills.Through a review of the literature,three dimensions of human capital,social capital,and financial capital in livelihood capital are introduced as intermediary variables.Based on this,a theoretical model between e-commerce empowerment,livelihood capital,and farmers’ self-development capabilities is constructed based on the empowerment theory,sustainable livelihood theory,and feasible capacity theory,and relevant research assumptions are proposed.Next,based on previous research,a questionnaire was designed and pre surveyed.After modifying the questionnaire,a formal questionnaire was formed,and the data required for the study was collected through a combination of online and offline methods.Finally,an empirical analysis of the data using SPSS 25 and Amos 25 was conducted,including questionnaire reliability and validity analysis,correlation analysis,and structural equation model analysis to test the research hypothesis of this article.The research results show that:(1)E-commerce empowerment can directly affect the selfdevelopment capabilities of agricultural product e-commerce farmers through two dimensions:ICT skills and e-commerce skills,and e-commerce skills have a significant impact.(2)Ecommerce empowerment can promote the livelihood capital level of farmers,and the promotion effect of e-commerce skills is more obvious compared to ICT skills.(3)Livelihood capital is positively affecting the self-development capabilities of farmers,with the order of impact being financial capital,social capital,and human capital.(4)There is a significant mediating effect of livelihood capital in the impact of e-commerce empowerment on farmers’ autonomous development ability.And the intermediary effect of financial capital is the largest,followed by social capital and human capital.In addition,this article discusses the empirical results and proposes management suggestions from three levels: government,industry,and farmers based on the research findings.government level: improve rural e-commerce infrastructure construction,and improve e-commerce training mechanisms.Industry level: Promote the largescale and branding development of rural e-commerce.Farmer level: Change development concepts and actively participate in training.