Research On Influencing Factors And Countermeasures Of Agricultural Products Upward In Jilin Province Based On E-Commerce Channels

With the continuous development of new forms of e-commerce,e-commerce has become an important channel for the "upward movement of agricultural products" and an important engine to enhance the competitiveness of agricultural products,promote the development of rural economy and realize farmers’ poverty alleviation.As a big agricultural province,Jilin Province has rich and diverse high quality agricultural products,which has a good foundation for the upward development of agricultural products.With the increasing frequency of online trading and the gradual improvement of the platform,more and more consumers have a higher pursuit of agricultural products.How to use e-commerce channels to promote agricultural products upward,promote farmers to increase income,Jilin Province has become an urgent problem to be solved.This paper aims at improving the upward ability of agricultural products in Jilin Province,guided by multifunctional agricultural theory,supply chain theory and synergistic effect theory,and combined with upward channels and the willingness of participants to select the main factors affecting the upward ability of agricultural products.On this basis,based on 331 questionnaires from 6 counties(districts)in Jilin Province,SPSS22.0 software was used to check the reliability and validity of the collected data.Principal component analysis and structural equation model were used to quantitatively study the main influencing factors and their influencing strength of agricultural products in Jilin Province,and countermeasures and suggestions were put forward to promote the agricultural products in Jilin Province.Through the research,the following conclusions are drawn: First,by combing the development level of agricultural products,e-commerce platform development level,information development level,logistics development level,as well as the e-commerce channel mode of agricultural products and related policies to support agricultural products upward,it is found that the upward development of agricultural products in Jilin Province has unique advantages,the overall development trend is good,but there is still a large room for improvement.Secondly,the principal component analysis method is used to extract four main influencing factors of agricultural products in Jilin Province,including platform,product,environment and personnel.The variance contribution rates were 21.595%,21.182%,20.69%and 19.844%,respectively.Thirdly,the structural equation model is used to analyze the strength of influencing factors of agricultural products in Jilin Province.The results show that the factor loading coefficient between explicit variable and latent variable is high,and the significance level is good.Except the standardization degree of agricultural products,the intensity of e-commerce support policy,the business model of e-commerce platform,the processing skill level of practitioners and explicit variable,the other variables are significant.The significance level of interaction between latent variables is good,but the factor loading coefficient is low,and the mutual conduction effect of each factor is not obvious.Based on the research results,this paper puts forward the idea of promoting the upward development of agricultural products in Jilin Province.It mainly includes: strengthening cooperation on platforms to promote agricultural products to move out of villages and into cities;Strengthen brand building to achieve high quality development of agricultural products;Strengthen the construction of soft environment,improve the upward support system of agricultural products;Strengthen the cultivation of e-commerce talents and activate the endogenous power of agricultural products;We will take multiple measures at the same time to ensure the overall growth of agricultural products.