In recent years,the online sales of agricultural products in China have grown rapidly,and all kinds of e-commerce platforms have mushroomed.Online sales of fruit broaden the sales channels of fruit farmers to a certain extent,and improve the efficiency of fruit sales.Different farmers have different needs,so how to build a platform according to the needs of farmers is crucial.In this paper,based on the production and sales situation of 340 online farmers in Jiangxi Province in 2019,the mixed Logit model was used to analyze the choice preference of fruit farmers on e-commerce platform,and then the suggestions on promoting the construction of e-commerce platform were summarized.The results showed that the individual characteristics of fruit farmers,production and operation conditions and the application of government supporting policies all had different degrees of influence on fruit farmers'choice of e-commerce platforms,and fruit farmers were unwilling to choose local regional platforms under the existing conditions.Therefore,relevant departments can increase policy preference for local and regional platforms,promote professional construction of platforms themselves,strengthen the protection of fruit trademarks and brands,and establish a good online marketing environment.
关键词
电商销售平台/选择偏好/混合Logit模型/机会比例
Key words
e-commerce sales platform/choice preference/mixed Logit model/proportion of opportunity
万方数据