电子商务平台在农产品销售中的作用探究——对潍坊寿光市农户的调查分析

Research on the Role of E-commerce Platform in the Sales of Agricultural Products :Investigation and Analysis on the Farmers in Shouguang City of Weifang

以农产品电子商务平台为例,以潍坊寿光市130位农户为调查对象,运用多项Logistic模型分析影响农户网上销售农产品意愿的因素。通过数据分析得出,农户在渠道决策时受产品运输距离远近,购买方对产品品质要求、农药残留要求因素的影响。得出农产品销售渠道的扩展受到以上因素制约的结论,进而对电子商务平台在农产品销售中的作用进行探究。

This study, taking 130 farmers in Shouguang city of Weifang as questionnaires, analysed the factors influencing the farmers＇ willingness of online sales of agricultural products with agricultural e-commerce platform as example by using the various logistic models. According to the data analysis, the farmers were influenced by some factors when making the channel decision-making, including the transport distance of products and the requirements of buyers on product quality and pesticide residues. It concluded that the extension of agricultural products sale channels was restricted by the above factors, and then explores the role of e-commerce platform in agricultural products sales.