A Study on the Characteristics of Online Shopping Behavior of Farmers and Herdsmen and the Impact on their Live lihood in Lhasa
Rural e-commerce has received great attention and support from national policies,and has become an im-portant starting point for improving people's livelihood and promoting industrial development.As an important part of rural e-commerce,online shopping can significantly improve the purchase status of farmers and herdsmen,meet the personalized and diversified commodity needs of farmers and herdsmen,reduce the cost of production and living,and improve the quality of life.Based on the data of the Livelihood Development Survey of Lhasa Agricultural and Animal Husbandry Areas(TLDR,2021),this paper analyzes the differences in the participation of farmers and herds-men in online shopping from the perspectives of county,age,education,income,etc.,and summarizes the specific characteristics of online consumption behavior of farmers and herdsmen,and discuss the impact of online shopping on the livelihood of farmers and herdsmen.Under the premise of continuously improving the income level of farmers and herdsmen,in order to balance the digital divide between urban and rural areas,the"e-commerce into rural areas project"in Xizang(Tibet)should be vigorously promoted,the e-commerce service system in agricultural and pasto-ral areas should be continuously improved,the online shopping habits of farmers and herdsmen should be cultivated,and the integrated development of urban and rural consumption patterns should be promoted.
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