Study On Farmers’ Willingness To Participate In E-Commerce Of Agricultural Products And Its Influencing Factors

As China enters a new stage of development and comprehensively promotes the strategy of rural revitalization,rural e-commerce has become an important measure for the modernization of agriculture and rural areas in the new era.From 2015 to 2023,No.1 central document made deployment for rural e-commerce for nine consecutive years,and local governments have also successively issued relevant policies to support the development of rural e-commerce.The vigorous development of agricultural product e-commerce has established a new platform for the circulation of agricultural products in rural areas and broadened new channels for increasing farmers’ income.Shanghe County was shortlisted as the "National Comprehensive Demonstration County for E-commerce in Rural Areas" in 2020,making it the first national level e-commerce demonstration county in Jinan City.In recent years,Shanghe County has vigorously promoted the development of agricultural e-commerce by combining the industrial foundation of traditional agricultural counties and characteristic agricultural strong counties.However,there are still problems such as low participation of farmers.Based on this,it is more important to study the willingness and influencing factors of local farmers to participate in agricultural product e-commerce.This is of great significance for enhancing farmers’ enthusiasm for participating in agricultural product e-commerce,innovating agricultural product circulation methods,driving farmers to increase income and become rich,and promoting rural economic development.Based on the systematic review of relevant literature at home and abroad,and based on the theory of planned behavior,individual characteristics,production characteristics and external objective factors are introduced to form an extended theory of planned behavior,and a theoretical model is established on this basis.Based on this model and referring to mature scales studied by previous scholars,the questionnaire design of this study was completed,and a combination of online and offline methods was used to distribute the questionnaire.Finally,405 valid sample data were obtained.Using SPSS26.0 statistical software,descriptive analysis,cross analysis,and binary logistic regression models were used to empirically analyze the influencing factors of farmers’ willingness to participate in agricultural product e-commerce.The research results show that education level,number of labor force,planting area,proportion of agricultural product income to total household income,difficulty in entering agricultural product e-commerce channels,increasing local economic development recognition,frequency of promotion,e-commerce understanding,network coverage,number of express logistics companies,policy and financial support will have a significant positive impact on farmers’ willingness to participate in agricultural product e-commerce.Gender,age The average annual income of households,types of agricultural products,main sales methods,and degree of participation risk will have a significant negative impact on farmers’ willingness to participate in agricultural e-commerce.Based on the above analysis results,in order to improve the willingness of farmers to participate in agricultural product e-commerce,the following countermeasures and suggestions are proposed: improve the talent training system for agricultural product e-commerce,and enrich the talent force;Optimize the construction system of agricultural product e-commerce circulation and improve infrastructure;Build an agricultural product e-commerce industrialization system and create a solid foundation.Finally,the shortcomings of this study and future research prospects are proposed.