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Analysis on Agricultural E-Commerce Platform Construction in Developed Areas Based on Rural Residents’ Needs – Take the Case of Beijing

Abstract : This paper takes Beijing as an instance, launches investigation and survey on 152 rural residents, and analyzes the real demands of rural residents in the progress of e-commerce implementation in developed areas to provide government with support for the further construction in the relevant aspect. 71.71% of rural residents have ever heard about this concept, but among all the interviewees, 24.34% of them don’t know what e-commerce is. There are 61.84% of rural residents who once conducted online shopping, but there are only 32.89% of rural residents having tried to sell or market their own agricultural products on the internet. Econometric model is used to find out the factors influencing rural residents to choose E-commerce. Rural residents with younger age are more willing to launch agricultural business through e-business, rural residents with higher annual income are more willing to attempt; and the ones with experiences of e-commerce online shopping are more willing to accept e-commerce of agricultural products. These suggestions are to provide with more trial opportunities and to provide rural residents with more training opportunities.
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Jian Cao, Yubin Wang. Analysis on Agricultural E-Commerce Platform Construction in Developed Areas Based on Rural Residents’ Needs – Take the Case of Beijing. 6th Computer and Computing Technologies in Agriculture (CCTA), Oct 2012, Zhangjiajie, China. pp.438-446, ⟨10.1007/978-3-642-36137-1_51⟩. ⟨hal-01348261⟩

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