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Analysis on the Influencing Factors of Rural Electronic Commerce for New Agricultural Operators

Author(s)

Jing Li, JiajiaYu*

Affiliation(s)

Chongqing Jianzhu College, Chongqing, China *Corresponding Author

Abstract

In the contemporary era, the strategic initiative of "Internet plus agriculture" has been vigorously implemented, propelling rural electronic commerce to the forefront as a pivotal driving force for agricultural modernization and rural revitalization. As a key actor in the implementation of rural electronic commerce, the ability of new-type agricultural operators to adopt and utilize electronic commerce is influenced by various factors. This article aims to analyze and explore the relationship between these influencing factors and the willingness of new agricultural operators to participate in electronic commerce sales, in order to provide reference and suggestions for the formulation of practical operations. A positive correlation exists between the attitudes towards e-commerce sales and their willingness to participate. As their attitudes become more favorable, their propensity to engage correspondingly increases. By improving the e-commerce knowledge level of business entities, strengthening promotion and technical training, and creating a positive e-commerce environment, their propensity to engage can be effectively enhanced.

Keywords

New-Type Agricultural Operators; E-Commerce Sales; Influencing Factors

References

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