Analysis of the Influencing Factors of E-commerce Adoption by New Farmers and Its Impact on Business Performance
Based on survey data from 553 new farmers across six provinces in China,this study employs Logit models,OLS models,and DEA+Tobit models to empirically analyze the factors influencing the a-doption of e-commerce by new farmers.Additionally,it examines whether adopting e-commerce can enhance business performance.The results indicate that individual characteristics,family attributes,mar-ket features,and social security significantly affect the decision-making process regarding e-commerce adoption among new farmers,with market-related variables having the most pronounced impact.Further-more,it is evident that adopting e-commerce leads to a significant improvement in business performance for these farmers,with notable regional disparities observed.In light of these findings,it is recommended to implement specialized training programs focused on e-commerce skills to raise awareness among new farmers about its benefits.Moreover,emphasis should be placed on building agricultural product brands and creating an ecosystem that fosters deep integration between new farmers and e-commerce platforms.This approach aims to increase the rate of e-commerce adoption among new farmers and enhance their business performance,thereby contributing to the modernization of agriculture and rural areas.
new farmersagriculture productsnew quality productive forcese-commercebusiness per-formance
NETL
NSTL
万方数据
