Study On E-commerce Sales Behaviour And Its Influencing Factors Of Tea Farmers In Xinchang County

The development of rural industries and the implementation of the "digital business development" project are important elements in the overall promotion of rural revitalisation.As a special agricultural product of Xinchang County,Zhejiang Province,tea is the main economic crop grown in the area.At present,most tea growers in Xinchang County use traditional marketing channels,and there are problems such as product backlog and damage to the interests of tea farmers in the process of tea sales.With the development of the agricultural products e-commerce industry,Xinchang County tea e-commerce new farmers continue to emerge.A comprehensive understanding of tea farmers’ e-commerce sales behaviour and its influencing factors is not only conducive to improving tea farmers’ enthusiasm to participate in e-commerce sales and promoting tea farmers’ enrichment,but also helps to promote the high-quality development of tea industry in Xinchang County.This paper adopts research methods such as literature research,field interviews,questionnaire surveys and econometric analysis.By combing through the relevant literature on agricultural e-commerce marketing,based on the theory of farmers’ behaviour and transaction cost theory,analyzing the current situation of tea industry and tea e-commerce development in Xinchang County,and using a binary logistic regression model based on the questionnaire data of tea farmers in Xinchang County,an empirical analysis of the factors influencing the e-commerce sales behaviour of tea farmers in Xinchang County was conducted.The following conclusions were drawn: Firstly,tea resources in Xinchang County are abundant,and tea cultivation is mainly distributed in the southwestern part of the county,with a relatively obvious concentration of tea industry.At the same time,the tea industry in Xinchang County has achieved remarkable results,and continues to promote the construction of digitalisation,branding and cultural tourism.Secondly,tea e-commerce in Xinchang County is in the development stage,although some e-commerce support policies have been introduced and e-commerce service centres have been set up,the number of tea farmers in Xinchang County engaging in e-commerce sales behaviour is relatively small and the willingness is not high.Thirdly,among the tea farmers who engage in e-commerce sales,some of them choose various ways to promote their tea.However,tea farmers also encountered some problems in the process of e-commerce business,such as the high cost of attracting traffic to the e-commerce platform,the lack of optimistic tea online sales,the lack of professional e-commerce talents,and the low visibility of tea and online shops.Fourth,according to the model regression results,it was found that age and the existence of payment risk on the e-commerce platform had a significant negative impact on whether tea farmers in Xinchang County engaged in e-commerce sales behaviour,while the number of times of participating in e-commerce training,the area of tea planted by the family,the most important way of handling tea green,the convenience of receiving and sending express delivery,and the degree of influence of local e-commerce competent people had a significant positive impact on whether tea farmers in Xinchang County engaged in e-commerce sales behaviour.Based on this,five countermeasures are proposed: first,expand e-commerce sales channels and create a green live room;second,develop e-commerce training programs and cultivate tea local talents;third,standardize the use of public brands and enhance the brand value space;fourth,upgrade rural information facilities and improve the intelligent logistics system;fifth,improve the governance and supervision mechanism to reduce the risk of platform operation.