| For thousands of years,China has been a large agricultural country dominated by planting industry.With China’s attention to agriculture,the emergence of "Internet plus" will accelerate agricultural production and development.However,due to the slow development of rural areas at this stage,farmers have a single way of selling agricultural products,which will lead to the hoarding of some fresh agricultural products due to the long sales cycle.Finally,farmers not only fail to sell,but agricultural products also deteriorate,Causing a large amount of waste of agricultural products.As an important "driving force" for rural revitalization,developing e-commerce in counties and towns below the county level is also a new way to promote regional economic growth,and has strategic significance for the sustainable and healthy development of China’s economy in the future.Tonghua County,as the main production area of blueberries,is famous nationwide for its excellent varieties and huge output.In recent years,with the increase of blueberry growers and blueberry processing enterprises in Tonghua County,the sales channels of blueberries also need to be further expanded.E-commerce can innovate the way of blueberry trading,increase the income of blueberry growers,effectively reduce market circulation costs,and comprehensively meet market demand.Based on this,this article takes the farmers engaged in blueberry cultivation in Tonghua County as an example,collects 330 sample data through field research,and uses a binary logistic model to conduct an empirical analysis of e-commerce adoption behavior of blueberry farmers in Tonghua County.The analysis starts with the age of the farmers,education,blueberry cultivation area individual characteristics,family characteristics,production and operation characteristics,social network characteristics,infrastructure and information availability characteristics,as well as training and cognitive characteristics of the farmers,Obtaining the influencing factors of e-commerce adoption behavior of blueberry growers in Tonghua County.Through empirical analysis,it is concluded that the convenience of e-commerce service points,the level of understanding of e-commerce knowledge,and the level of communication with relatives and friends engaged in e-commerce have a significant impact on e-commerce adoption behavior.Based on this,relevant suggestions are proposed from the aspects of logistics industry construction,e-commerce publicity and training enhancement,and e-commerce infrastructure construction.The purpose of this study is to identify specific factors that affect e-commerce adoption behavior of blueberry growers in Tonghua County,and promote more growers to participate in blueberry e-commerce sales... |
