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- Title
种植业农户产销经营中电子商务采纳 与影响因素分析.
- Authors
高丙超; 赵俊晔
- Abstract
E-commerce provides a new path for farmers to effectively connect with the big market and achieve organic connection with modern agriculture. In order to grasp the characteristics of farmers adopting e-commerce in production and marketing operation, and explore effective ways for farmers to participate in e-commerce, based on a questionnaire survey of 1 009 planting farmers by the Agricultural and Rural Speed Survey Platform of Agricultural Information Institute of CAAS, the characteristics of farmers adopting e-commerce in agricultural production and marketing operation were analyzed, and the main factors influencing farmers' adoption of e-commerce were analyzed by using the binary Logistic model. The research results showed that: farmers sell agricultural products through online and offline diversified channels, 61.5% of farmers directly or indirectly use e-commerce channels to market agricultural products, 11.8% of farmers use e-commerce as one of the main channels for agricultural product sales, 2.6% of farmers mainly rely on e-commerce channels to sell agricultural products, 69.2% of farmers have purchased agricultural materials through e-commerce channels. High logistics costs, low product branding and small production scale restrict farmers from selling agricultural products through e-commerce channels. Weak distribution capability and low product trust restrict farmers from purchasing agricultural materials through e-commerce channels. Education, production scale and membership in cooperatives are promoting farmers' adoption of e-commerce in production and marketing operation. Based on this, it was suggested to give full play to the leading role of cooperatives, strengthen the construction of regional public brands of agricultural products, strengthen education and training of farmers and the introduction of talents, and promote more farmers to adopt e-commerce.
- Subjects
EDUCATION of farmers; FARM produce; AGRICULTURE; AGRICULTURAL marketing; MARKETING channels; AGRICULTURAL technology; ORGANIC farming
- Publication
Agricultural Outlook (1673-3908), 2022, Vol 18, Issue 11, p128
- ISSN
1673-3908
- Publication type
Article