中国农村电商发展现状研究 -以河南新乡市为例

In recent years, China's rural e-commerce has risen rapidly and developed rapidly. Rural e-commerce has become one of the important ways for rural development in China in the new era, promoting the transformation and upgrading of traditional agriculture toward the internet direction, which will lead agricultural innovation into a new stage of development. E-commerce runs through the entire chain of agricultural products, including production, sales, and supply, providing a comprehensive informatization service platform for agricultural and rural economic development. The rise of e-commerce has promoted local employment and return entrepreneurship for farmers, alleviated the bottleneck problems in agricultural product circulation, accelerated the upward speed of agricultural products, and become a key path for rural economic transformation. Studying the driving factors of e-commerce development is crucial for promoting rural e-commerce development. The goal of rural e-commerce development is to steadily increase farmers' income. Farmers' active participation is the foundation of e-commerce development; therefore, researching farmers' willingness to use e-commerce to sell agricultural products and its influencing factors is essential for promoting rural e-commerce development. Currently, research on rural e-commerce mostly focuses on development status, existing problems, countermeasure suggestions, and qualitative analysis of existing models, while research from the farmer's perspective on the influencing factors of their willingness to use e-commerce to sell agricultural products is relatively scarce. This study takes farmers in Xinxiang City as the research object, collects relevant literature materials through field research and questionnaire surveys, and conducts induction and summary. Using STATA 13 software to statistically analyze the factors influencing farmers' willingness to use e-commerce to sell agricultural products in Xinxiang City, the following conclusions are drawn: factors such as farmers' age, education level, and household annual income all passed the significance test. The conclusions of this study can provide reference for the development of rural e-commerce in other provinces during the end of the 14th Five-Year Plan period and beyond, having certain theoretical value.