Research On The Income Effect Of E-commerce Of Agricultural Products

As a large agricultural country,China’s contradiction of oversupply and insufficient supply coexist,mainly in the supply side.The main factor restricting China’s agricultural development and the increase of farmers’ income is the circulation and marketing of agricultural products,and an important measure of agricultural supply-side structural reform is to use agricultural e-commerce to solve the circulation and marketing of agricultural products.In the past ten years,modern network technology has become more and more mature,e-commerce platforms have a good role in promoting the sale of agricultural products,and the development of agricultural products e-commerce has ushered in new opportunities.At present,scholars generally agree that agricultural products e-commerce can increase farmers’ income,domestic and foreign literature is based on e-commerce platform research and consumers,agricultural product distributor-based research,few researchers from the perspective of farmers to study the impact of e-commerce income on agricultural products and the impact of e-commerce on farmers’ income growth.With the continuous development of information technology,Changyi agricultural products e-commerce based on the local specialty-ginger to develop rural e-commerce.Since 2005,individual ginger farmers were the first to sell ginger through QQ channels,which is the earliest form of ginger e-commerce development in Changyi City.In 2011,some individual ginger farmers sold ginger through Taobao and Alibaba’s 1688 wholesale website,which was the earliest group formed by ginger farmers to develop e-commerce.In 2017,the Changyi Municipal Government launched the "Teach You How to Play Taobao and Taobao University Training College Changyi E-commerce Industry Belt Large Open Course",uniformly organized Jiang farmers,carried out relevant courses,and systematically trained Jiang farmers to develop e-commerce.In 2018,Jiang Farmers developed cross-border e-commerce and sold ginger to the world through Internet channels.In view of the above background and current situation,this paper studies the impact of agricultural e-commerce on farmers’ income from three perspectives: current situation,theory and empirical evidence.Firstly,the literature on the increase of farmers’ income,the influencing factors of farmers’ income and the impact of agricultural e-commerce on farmers’ income were reviewed,and the research objectives were determined.Secondly,taking Changyi City,Shandong Province as an example,combined with the chart to analyze the current situation of ginger industry development and e-commerce development in Changyi City,according to the survey data of ten districts of Changyi City,combining theoretical analysis and empirical research,the income effect of agricultural products e-commerce was studied from the perspective of farmers,and the STATA17 statistical analysis software was used to construct an econometric model and determine variables,and then the PSM analysis method was used to analyze the effect of farmers’ income increase,on this basis,the difference analysis of e-commerce farmers and non-e-commerce farmers was carried out.Jointly supporting hypothesis testing is carried out,and finally empirical results are obtained.Finally,the effect of e-commerce of agricultural products on farmers’ income and the key to the difference in income of e-commerce farmers are revealed,and corresponding countermeasures are proposed.The conclusion of this study is as follows: the adoption of e-commerce by farmers has a significant impact on their income,and the survey subjects selected farmers in the same industry in the same region,without considering natural factors and policy factors,age,education level,employment or entrepreneurial experience and other factors have an impact on the adoption of e-commerce by farmers.Finally,the following feasible suggestions are obtained:(1)for the industry,build a characteristic agricultural product brand and standardize brand awareness;Standardize the order of the agricultural products e-commerce market and strengthen the awareness of rules.(2)For farmers,improve their own cultural quality and actively participate in e-commerce training;Improve your physical fitness and actively go out.(3)For the government,improve the scientific and cultural quality of farmers and increase investment in education;Raise farmers’ awareness of e-commerce and conduct e-commerce training;Encourage experts to go to the field and connect talents with farmers;Strengthen the introduction of e-commerce talents and establish and improve the talent incentive mechanism;Pay attention to the problem of income differences among peasants,and control the rationality of peasant income differences.