Research On The Impact Of Rural E-commerce On Farmer Income In Maoming City

By taking the Internet as the medium,e-commerce provides a direct interactive network platform for producers and consumers,realizes the effective connection between small farmers and the big market,avoids the information asymmetry,alleviates the inconvenient transportation,effectively solves the big problem of industrial products entering the village and agricultural products entering the city,and not only provides a lot of high-quality and inexpensive commodities for rural areas.But also effectively solve the problem of farmers selling agricultural products.On the one hand,rural e-commerce provides great convenience for farmers to buy daily necessities and production materials,saving living expenses and reducing production costs.On the other hand,it expands the market for farmers’ agricultural products,reduces transaction costs,improves transaction efficiency,promotes the sales of agricultural products and increases the income of farmers.In addition,rural e-commerce has also played a huge role in helping farmers get out of poverty and implementing the strategy of rural revitalization.Therefore,exploring the impact of rural e-commerce on farmers’ income has great practical significance.Based on relevant theories,this paper uses macro data to summarize the development status of rural e-commerce and farmers’ income in Maoming City.Combined with the data from the questionnaire survey,it makes a descriptive analysis of the basic characteristics and participation of farmers in rural e-commerce.It uses the propensity score matching method to explore the impact of rural e-commerce on farmers’ income,and tests the heterogeneity of the impact of rural e-commerce on farmers’ income with different incomes through the quantile regression method,The research results are as follows:(1)In recent years,rural e-commerce in Maoming City presents a rapid development trend and has made remarkable achievements.Agricultural products e-commerce sales varieties are increasingly diverse,new marketing models emerge in endlessly,characteristic agricultural products continue to go out of the village into the city,farmers per capita disposable income growth year by year,living standards continue to improve,but in the process of its development there are still e-commerce knowledge popularization and training is not enough,the lack of professional e-commerce talent,logistics development lag and other problems,which is not conducive to the further development of rural e-commerce.(2)According to the analysis of the survey data,e-commerce farmers generally have the characteristics of low age level,high years of education,more times of participation in e-commerce training and village cadres at home in terms of personal and family characteristics.At the same time,the agricultural products have brand identity,the local village-level e-commerce service stations and express logistics infrastructure is perfect,the diversified ways of e-commerce participation,strengthen the quality and standardization management of e-commerce products,can improve the enthusiasm of farmers to participate in rural e-commerce.(3)Propensity score matching method was used to test the effect of rural e-commerce on farmers’ income.Through five different matching methods,the average treatment effect obtained passed the test at the significance level of 5%,indicating that rural e-commerce has a significant role in improving farmers’ income.Then,the quantile regression model is used to verify the difference in the income increase effect of rural e-commerce on farmers with different incomes.The income increase degree is in descending order: middle-income farmers,low-income farmers and high-income farmers,and the factors affecting the income of farmers with different incomes are also different.According to the above conclusions,the following countermeasures and suggestions are put forward for the development of rural e-commerce in Maoming city: carrying out multi-form e-commerce training to improve farmers’ understanding of e-commerce;Encourage more young groups to actively participate in rural e-commerce,strengthen the training of e-commerce professionals;Accelerate the construction of e-commerce infrastructure in rural areas to provide basic guarantee for the development of rural e-commerce;Promote the construction of characteristic rural e-commerce brands,strive to increase the added value of agricultural products,and create more profits.