Empirical Study on the Differences and Influencing Factors of E-commerce Cognitive Behavior of New Type Agricultural Managers

DOI

10.2991/ieesasm-17.2018.4How to use a DOI?

Keywords

Empirical Study, Influencing Factors, Cognitive Behavior, Agricultural Managers

Abstract

The main body of the new type of agriculture is the core force of the development of China's agricultural products e-commerce and the reform of the agricultural supply side. Providing effective policy support and encouragement to different types of new agricultural operators is a top priority for pushing forward the development of rural e-commerce and the reform of the agricultural supply-side. Based on the investigation of 823 new-type agricultural managers in Yunnan province, we use empirical Logistic model to analyze the differences and influencing factors of each type of new-type agricultural operators, Cognitive behavior is different. Among them, the cognition behavior of e-commerce operators such as family farms, growers and growers is stronger than that of large-scale operators such as cooperatives and agricultural enterprises. The cognition of e-commerce of family farms and growers is significantly affected by the scale of operation, not affected by the type of industry, while cooperatives and agricultural enterprises are the opposite. External factors have little effect on the cognitive behavior of e-commerce operators, but the difference is larger. Therefore, in order to better promote the development of rural e-commerce, we should not only focus on setting up rural e-commerce technology forums to enhance farmers' e-commerce awareness, but also strengthen rural e-commerce infrastructure construction and optimize the environment for technology promotion. We should also speed up the construction of electricity Business professionals network, expand the main business community of agricultural business circles.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xian Zhang
PY  - 2018/01
DA  - 2018/01
TI  - Empirical Study on the Differences and Influencing Factors of E-commerce Cognitive Behavior of New Type Agricultural Managers
BT  - Proceedings of the 2017 5th International Education, Economics, Social Science, Arts, Sports and Management Engineering Conference (IEESASM 2017)
PB  - Atlantis Press
SP  - 16
EP  - 19
SN  - 2352-5398
UR  - https://doi.org/10.2991/ieesasm-17.2018.4
DO  - 10.2991/ieesasm-17.2018.4
ID  - Zhang2018/01
ER  -