The Influence Of E-Commerce Participation On The Income Of Farmers

In recent years,in the context of rapid market demand growth and strong policy support,rural e-commerce is in a speedy development.As an effective way to solve the problem of product circulation and marketing,e-commerce has a positive practical significance for farmers,agriculture and rural areas.What is the impact of the booming rural e-commerce on the income of farmers? Can the adoption of e-commerce promote the rural economy’s development? Most existing literature think that e-commerce of agricultural products helps to increase the income of farmers by improving the efficiency of agricultural products circulation and reducing the cost of agricultural products circulation.However,few scholars have studied the effect of increasing the income of agricultural products e-commerce.Most of them focus on qualitative description or theoretical analysis,lacking of effective empirical research.The flowers and plants industry in Shuyang County has a certain representation in the rural e-commerce business model.Therefore,under the background of rural revitalization,this paper selects the rural e-commerce farmers of the flowers and plants industry in Shuyang County as the research object.Through field visits and questionnaire surveys of 300 flowers and plants management entities,the income level of farmers in the flowers and plants industry in Shuyang County after e-commerce adoption was studied.This paper is mainly composed of the following five parts: The first part expounds the research background,research purpose,etc.The second part summarizes the relevant research status at home and abroad.The third part makes a statistical analysis on the development of Shuyang County’s e-commerce to understand the basic operation situation and income status of e-commerce farmers in the flower and plants industry.The fourth part,based on the theoretical review and current situation analysis,through the method of empirical analysis,studies some questions: What characteristics of farmers in the same region and policy environment in a certain industry are more likely to adopt e-commerce?Will the income of farmers be significantly improved by the adoption of e-commerce?Whether there will be heterogeneous in this improvement due to individual differences?The fifth part draws relevant conclusions and gives scientific recommendations.The results show that 4 factors: the age,education level,working experience and entrepreneurial experience will significantly affect whether farmers will participate in e-commerce.Farmers’ participation in e-commerce has a significant positive impact on their income and brings large increase in income.Farmers’ participation in e-commerce has aggravates the income inequality among the e-commerce farmer group,and the “digital divide” has been further expanded.The operating expenditure,physical quality,education level and social relations have positive impact on the income of farmers who participation in e-commerce.Finally,based on the full-text analysis and research results,policy suggestions were put forward from two aspects: government policy and farmer practice.The government should lead the establishment of rural e-commerce entrepreneurship platform.Accelerate the construction of environment suitable for the development of agricultural products e-commerce,including network infrastructure construction,e-commerce logistics and distribution system,rural e-commerce financial environment and financial fund support measures.The government should also enhance the brand effect of rural e-commerce industry,promote the participation of e-commerce in the young development of groups,,and rationally allocate public resources and create a favorable environment for inclusive finance.Farmers should pay attention to the accumulation of resource material capital,appropriately expand planting area,and obtain scale effect.They should summarize their own entrepreneurial experience and make more use of social network resources to develop e-commerce scale,and further enrich their social capital;Strengthen their educational level and enhance their personal cultural quality.