Farmers In Shaanxi Province Participated In The Research On The Effect Of E-commerce Income Increase

With the improvement of China’s transportation and Internet infrastructure,the market size of e-commerce has gradually expanded.As a new blue ocean,e-commerce effectively solves the problem of poor circulation of agricultural products;At the same time,promoting rural economic development by changing the supply and marketing methods of agricultural products has become a new way to promote the sustained growth of farmers’ income.In this regard,the Central Committee and the local governments have issued a number of policies and opinions on promoting rural electronic commerce and developing rural electronic commerce,aiming to promote the effective combination of digitalization,informatization construction and rural revitalization.However,the actual development situation is not satisfactory,according to the available data,there is still high room for improvement in the development of rural e-commerce,especially for traditional agricultural business entities,it is necessary to further deepen the implementation of relevant policies and continuously mobilize the enthusiasm of farmers to participate in e-commerce.Nowadays,there is a lack of a unified understanding of whether electronic commerce in agricultural products will increase farmers’ income.As a result of poor rural environment and the heterogeneity of household resources,what are the factors affecting farmers’ participation in e-commerce sales? Can the widespread use of e-commerce improve the economic efficiency of farmers? Will the participation of different types of farmers in e-commerce sales lead to different income-increasing effects? Does participating in e-commerce widen the income gap? What is the mechanism behind the effect of farmers’ participation in e-commerce to increase income? These problems have a bearing on the basic people’s livelihood and also on the development and growth of rural undertakings.Therefore,On the basis of layered influencing factors,the author analyses the influential factors and their income increment in e-commerce sales,so as to provide policy suggestions for reasonably formulating e-commerce promotion policies,improving farmers’ willingness to participate,helping farmers achieve income increase,and helping the implementation of rural revitalization strategy.On the basis of technology adoption theory,transaction cost theory,information asymmetry theory,network marketing theory and agriculture pedal theory,this paper analyses the impact mechanism of farmers participating in electronic commerce,and discusses how to realize them.Based on 303 data collected in Shaanxi Province,the author analyses the status quo and the problems of developing electronic commerce in Shaanxi Province,and secondly,apply the hierarchical regression model to stratify the influencing factors affecting farmers’ participation in e-commerce sales.To explore the influence of different hierarchical factors on farmers’ behavioral intentions.Next,the endogenous switching regression model(ESR)was applied to investigate the impact of farmers participating in electronic commerce sales on their income growth,and the Fields income decomposition method was applied to analyze the impact of the participation in electronic commerce.Then,the mediation effect model was applied to empirically test the role of farmers participating in e-commerce sales to increase income.Finally,on the basis of the results of the study,the author gives some advice on how to participate in electronic commerce,how to promote the rural electronic commerce,and how to promote the development of the countryside.The results show that:(1)Currently,Shaanxi Province’s agricultural products e-commerce has achieved good results,but there is still a lot of space to develop.(2)From the point of view of the influence factors of the peasants participating in electronic commerce.In addition,the degree of E-business training and the distance from the village to the road have a significant influence on the participation of farmers in e-commerce sales.Meanwhile,the village level variables also have some effect on the farmers’ participation in e-commerce sales,and generally strengthen or weaken the influence of individual characteristics on whether farmers participate in e-commerce sales.(3)From the perspective of the effect of participating in e-commerce sales on revenue increase.According to the results of counterfactual hypothesis analysis,if the farmers involved in e-commerce sales do not engage in e-commerce sales,their income will fall by 30.24%.Farmers who are not involved in e-commerce sales will have a 7.93% increase in their income if they are involved in e-commerce.Demonstrate that participation in e-commerce sales can increase farmers’ income levels;The application of the fields decomposition method confirmed the expansion effect of participation in e-commerce sales on the income level gap of farmers,and the contribution of the farmers to the income level gap was14.49%.(4)From the angle of the influence mechanism of the farmer participating in the electronic commerce sales to the income increase effect.The sales price and quantity of agricultural products are important ways for farmers to participate in e-commerce sales to increase income,and they all have a positive impact.In this regard,this paper puts forward the following suggestions:(1)Perfect the development of electronic commerce infrastructure in the countryside,perfect the current electronic commerce development system,perfect the rural traffic system,and push the electronic commerce embedded in the countryside continuously.(2)Enhance electronic commerce training in rural areas,and local governments will increase the publicity of rural e-commerce,and do a good job in supervising and publicizing to achieve effective publicity.(3)Improve e-commerce demonstration sites in rural areas as soon as possible,encourage existing e-commerce demonstration counties to actively drive the construction of e-commerce demonstration sites in surrounding townships and towns,and strive for full coverage in all counties(districts)and townships(towns).