Analysis On The Influencing Factors Of The Willingness Of Auricular Fungus Growers To Participate In E-commerce Marketing In Wangqing County

The report of the 20 th National Congress of the Communist Party of China raised the construction of an agricultural power to an unprecedented level,proposing to prioritize the development of agriculture and rural areas.E-commerce for agricultural products has broken through the temporal and spatial barriers faced by agricultural product sales,expanded the scope of agricultural product sales,and is an important means to promote the prosperity of rural industries and promote the modernization of agriculture and rural development.Wangqing agaric is a iconic brand among China’s top 100 agricultural products,rich in trace elements such as calcium,potassium,phosphorus,iron,and sodium,with high nutritional value.At present,the main participants in the e-commerce marketing of black fungus in Wangqing County are fungus product management companies and agricultural product cooperatives,and the participation of fungus growers in e-commerce marketing is not high.Therefore,from the perspective of fungus growers in Wangqing County,based on the theory of farmers’ behavior,the theory of marketing channel selection and the theory of planned behavior,this paper discusses the influencing factors of fungus growers in Wangqing County participating in e-commerce marketing,and guides fungus growers in Wangqing County to expand the market of fungus products through e-commerce marketing.This article summarizes the current situation of the development of the fungus industry and e-commerce marketing in Wangqing County through research methods such as literature review,on-site visits,and questionnaire surveys;Building a binary logistic regression analysis model based on existing research results,with the willingness of fungus growers in Wangqing County to participate in e-commerce marketing as the dependent variable,22 independent variables were selected from four aspects: e-commerce marketing environment,behavioral attitude,subjective norms,and perceived behavioral control.The significant influencing factors of fungus growers’ willingness to participate in e-commerce marketing in Wangqing County were explored,and the following main conclusions were drawn:(1)Although family handmade workshop production has the disadvantages of low resource utilization and difficulty in ensuring the quantity and quality of agaric,it is still a preferred production method for farmers in Wangqing County due to its low production threshold.(2)The e-commerce marketing method in Wangqing County has developed live streaming marketing on the basis of online store marketing.Although most agaric growers are willing to participate in agaric e-commerce marketing,the degree of participation of agaric growers in e-commerce marketing in Wangqing County still needs to be promoted due to various factors.(3)A total of 15 independent variables,including education level,proficiency in using e-commerce platforms,sales and packaging of edible fungus,whether the government organizes e-commerce public welfare training,and whether the rural logistics system is perfect,have a significant positive impact on the willingness of edible fungus growers in Wangqing County to participate in e-commerce marketing;Gender has a significant negative impact,meaning that men’s willingness to participate is lower than women’s.The experience of going out to work,total household income,and the area of fungus cultivation have no significant impact on the willingness of fungus growers in Wangqing County to participate in e-commerce marketing.In response to the above research conclusions,this article believes that improving the policy environment for agricultural product e-commerce marketing,strengthening the promotion of agricultural product e-commerce marketing,increasing training on agricultural product e-commerce marketing,improving rural e-commerce and logistics systems,and promoting the willingness of fungus growers to participate in e-commerce marketing can be achieved.