Study On The Influence Of Capital Endowment And Farmers ’Cognition On Farmers’ E-Commerce Participation Behavior

In recent years,the development of agricultural product e-commerce has become one of the effective engines for promoting the rapid development of the agricultural economy,and has also effectively alleviated the difficulties faced by China’s agricultural products,such as information asymmetry and blocked sales channels.However,although the scale of China’s agricultural product e-commerce market has been showing a growing trend,there is still a problem of low penetration rate of e-commerce for agricultural products.According to the "Report on the Development of Rural E-commerce in China(2021-2022)" released by the Research Institute of the China International E-commerce Center,the online retail sales in rural China in 2022 were 2.05 trillion yuan,accounting for 15.66% of the national physical goods online retail sales.The enthusiasm of farmers to participate in e-commerce behavior needs to be improved.There are many factors that affect farmers’ participation in e-commerce.It is necessary to study farmers’ participation in e-commerce decision-making from multiple perspectives,understand the connections behind these factors,and propose more optimized measures.Based on the above background,this article takes kiwifruit growers in Meixian County,Shaanxi Province as an example.Based on the theory of farmer behavior,capital endowment theory,and cognitive theory,and referring to relevant research from domestic and foreign scholars,a descriptive statistical analysis is conducted on 460 valid questionnaires collected,and a binary Logit econometric model is established using software such as Stata16.0 to empirically analyze capital endowment The impact of subjective and objective factors on farmers’ e-commerce participation behavior is examined,and the mediating role of farmers’ cognition in the process of capital endowment affecting farmers’ e-commerce participation behavior is also examined.Through the research in this article,the following conclusions can be drawn:(1)The most common ways for respondents to obtain e-commerce information are through "mobile text messages,We Chat" and "family and friend notifications," accounting for 41.1% and68.7%,respectively.The proportion of respondents who participated in e-commerce and those who did not participate in e-commerce were 46% and 54%,respectively.Among the respondents who participated in e-commerce,"circle of friends" was the main sales method for farmers to participate in e-commerce,accounting for 94.3%;Among the respondents who did not participate in e-commerce,the two main factors limiting farmers’ participation in e-commerce are "low self traffic leading to inability to sell" and "thinking that e-commerce sales operations are too difficult",accounting for 58.9% and 60.9% respectively.(2)Capital endowment has a significant impact on farmers’ e-commerce participation behavior,and human capital,economic capital,social capital and physical capital all have a promoting effect on farmers’ e-commerce participation behavior;Among them,education level,proportion of agricultural income,whether they are party members or cadres,whether they join cooperatives,and the value of communication equipment have a significant positive impact on farmers’ e-commerce participation behavior.(3)Behavioral attitudes,subjective norms,and perceived behavioral control all have a significant positive impact on farmers’ e-commerce participation behavior.(4)Exploring the mesomeric effect of farmers’ cognition in various dimensions of capital endowment,we found that human capital,social capital and physical capital affect farmers’ cognition,and then affect farmers’ e-commerce participation behavior,while farmers’ cognition does not have mesomeric effect in the process of economic capital affecting farmers’ e-commerce participation behavior.(5)Further exploration found that behavioral attitudes,subjective norms and perceived behavioral controls all have a mesomeric effect in the impact of capital endowment on farmers’ e-commerce participation behavior.Based on the above conclusions,this article proposes corresponding suggestions.