Research On The Willingness Of Farmers In Hezhang County, Guizhou Province To Participate In Online Live Broadcasting To Sell Agricultural Product

With the development of Internet live streaming sales technology,sales models have changed rapidly.Agricultural product e-commerce live streaming and assisted agricultural live streaming help farmers achieve income growth.Agricultural product e-commerce live streaming sales have become an important means of rural revitalization.Therefore,encouraging farmers to participate in e-commerce live broadcast sales of agricultural products can help achieve agricultural modernization and promote rural revitalization.Based on reference to relevant literature,this article proposes factors that affect farmers’ participation in e-commerce live streaming from several aspects,such as their personal characteristics,family characteristics,self perception,external environment,and participation foundation.A questionnaire is designed and field research is conducted.Through field research and questionnaires on farmers in Hezhang County,a descriptive statistical analysis was conducted on farmers’ willingness to participate in e-commerce live streaming sales of agricultural products.Based on the descriptive statistical analysis,a binary logistic regression model was established for empirical analysis.The results show that perceived usefulness,perceived ease of use,and perceived risk in farmers’ self perception have passed significant tests;In the external environment,there are network convenience,transportation convenience,and e-commerce knowledge and skills training that have passed the significance test;Among the participation bases,only the choice of farmers’ sales methods has passed the significance test;Among the personal and family characteristics of farmers,the frequency of using the Internet and the frequency of participating in e-commerce training have passed the significance test.The above factors can have a significant impact on farmers’ willingness to use e-commerce live streaming to sell agricultural products.The remaining factors did not pass the significance test and had no significant impact on farmers’ willingness to participate.Based on the research conclusions and field research,the following five suggestions are proposed:(1)Strengthen the construction of e-commerce live streaming infrastructure(2)Increase publicity efforts to enhance farmers’ willingness to participate(3)Mprove farmers’ professional skills through training(4)Promote large-scale operation of agricultural products(5)Build a talent training system for e-commerce live streaming.