Study On Farmers’ Willingness To Use E-commerce To Sell Agricultural Products And Its Influencing Factors

E-commerce of agricultural products can promote rural economic development and increase farmers’ income,and helps to solve the problem that it is difficult for farmers to sell agricultural products.The development of e-commerce of agricultural products can effectively promote the upward trend of agricultural products,reduce farmers’ operating costs and expand farmers’ sales market.At the same time,the development of e-commerce of agricultural products is inseparable from the active participation of farmers.What is the willingness of farmers to use e-commerce to sell agricultural products,and what are the key factors affecting farmers’ participation in decision-making? The research on these problems is very important to improve the enthusiasm of farmers to use e-commerce to sell agricultural products.Through the collation and analysis of the literature on the development of e-commerce of agricultural products,this study selects Jiangcheng County,Pu’er City,Yunnan Province as the research area,takes the farmers in Jiangcheng County as the survey object,obtains 286 first-hand data at the farmers’ level through online questionnaire survey,constructs a theoretical analysis framework based on the expanded planned behavior theory,and adopts the analysis method of combining descriptive statistics and econometric analysis,The system presents the willingness of farmers to use e-commerce to sell agricultural products and the influence of their personal characteristics,attitudes,subjective norms,perceived behavior control,behavior experience and other factors,and then puts forward policy suggestions for the development of e-commerce of agricultural products in Jiangcheng County.Jiangcheng County is rich in products and has a wide variety of agricultural products.It is the “2018comprehensive demonstration county of e-commerce into rural areas” of the Ministry of Commerce.The development of this study is both feasible and representative.The results of this study are as follows:(1)the e-commerce of agricultural products in Jiangcheng County has developed in recent years,but the willingness of farmers to participate in the use of e-commerce to sell agricultural products is still not high.(2)Among the personal characteristic factors,the education level of farmers,the annual per capita income of families,the number of household labor force and the production scale of agricultural products have a positive and significant impact on Farmers’ willingness to use e-commerce to sell agricultural products,age has a negative and significant impact on Farmers’ willingness to use e-commerce to sell agricultural products,and gender has no significant impact on Farmers’ willingness to use e-commerce to sell agricultural products.(3)Farmers’ attitude,subjective norms,perceived behavior control and behavior experience have a positive and significant impact on Farmers’ willingness to use e-commerce to sell agricultural products.(4)The structural equation model has passed the test of fitting degree,which shows that the research results have good stability.In order to promote the development of e-commerce of agricultural products in the study area,this study suggests:(1)the government should strengthen policy support,strengthen training,strengthen farmers’ awareness of e-commerce of agricultural products,and improve farmers’ skills in using e-commerce;(2)Build an agricultural industrialization system,improve the e-commerce infrastructure and logistics system of agricultural products,build the standard and branding of agricultural products,and promote the upward trend of agricultural products;(3)Farmers actively participate in e-commerce training,master e-commerce operation skills,join cooperatives and agricultural enterprises,and carry out large-scale production.