Research On The Impact Of Internet Integration On The Vegetable Farmers’ Market Choices And Countermeasures

The contradiction between "small farmers" and "big market" is the basic national condition of China’s agriculture.At present,the vegetable farmers in the process of market sales is facing small scale,low utilization of Internet Technology,High Transaction Costs,Uncertain trading relationships and other difficulties,resulting in the supply and demand of vegetable products misalignment,weak bargaining power of vegetable farmers,narrow market choice and other problems.These problems are related to the narrow access to information and high cost of vegetable farmers.With the development and integration of Internet technology and the gradual improvement of rural Internet infrastructure,vegetable farmers’ information access channels have been broadened and information access costs have been reduced,which has weakened the information asymmetry in market transactions.This paper uses questionnaire survey method,statistical analysis method,case analysis method and other methods from the perspective of Internet integration,combined with transaction cost theory,to reveal the impact of Internet integration on vegetable farmers’ market selection.This paper empirically analyzes the use of Internet technology and its impact on vegetable farmers’ market choices by combing the results of relevant research literature at home and abroad and using survey data from 1028 vegetable farmers in Shouguang City,Shandong Province,Langfang City,Hebei Province,and Taizhou City,Zhejiang Province based on theories of information asymmetry,limited rationality,transaction costs,and farmers’ behavior.Based on the data from the empirical analysis,it was concluded that Internet integration has an impact on vegetable farmers’ market choice,active use of Internet technology to obtain market information has an impact on vegetable farmers’ market choice,and Internet integration affects vegetable farmers’ market choice by reducing transaction costs.Meanwhile,through the analysis of the impact of Internet integration on vegetable farmers’ market choices in Shandong County,Jiaozhou Province,we conclude that vegetable farmers in Shandong County,with the addition of the Internet,obtain corresponding market information through cooperatives,new media marketing,and information dissemination on rural e-commerce platforms which provide vegetable farmers with more market choices,and propose inspirations that the county provides for the development of vegetable industry in other regions,including the scale of vegetable cultivation standardization,encouraging the establishment of rural cooperatives,improving Internet infrastructure construction,publicizing the importance of the Internet and enhancing vegetable farmers’ Internet usage and capabilities,and actively using rural e-commerce platforms for market information dissemination.Based on the empirical analysis,this paper proposes corresponding policy recommendations.Improve vegetable farmers’ awareness of the importance and utilization of Internet technology in marketing agricultural products by increasing training and publicity of Internet technology.The government needs to increase the supply of market information and reduce the cost of market information for farmers;increase organizational participation by guiding farmers to join cooperatives or organize cooperative institutions on their own to broaden the marketing channels of agricultural products;broaden farmers’ access to information,weaken information asymmetry,reduce transaction costs,and increase farmers’ market participation by improving information subsidy policies and corresponding supporting measures,so as to increase farmers’ income and promote the development of agriculture.