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Willingness of Agricultural Workers to Conduct E-commerce of Agricultural Products Based on GEM Model

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  • WANG,Zhen

Abstract

At present, the development of e-commerce is slow for agricultural products in China. Taking agricultural workers as the research object, this paper analyzed factors influencing the implementation of e-commerce of agricultural products. Besides, from the enterprise status, market conditions, and groundings, with the aid of the GEM (Groundings-Enterprises- Markets) model, it evaluated the factors influencing the development of e-commerce of agricultural products. Then, using SPSS software, it analyzed factors and came up with improvement recommendations. The results show that 59% of the respondents are willing to conduct e-commerce, and the status of the enterprises, market conditions and groundings are main factors influencing the implementation of e-commerce of agricultural products. Therefore, it is required to increase industrial concentration, promote cooperation between small and medium-sized enterprises (SMEs), and strengthen infrastructure construction, so as to promote the development of e-commerce of agricultural products.

Suggested Citation

  • WANG,Zhen, 2018. "Willingness of Agricultural Workers to Conduct E-commerce of Agricultural Products Based on GEM Model," Asian Agricultural Research, USA-China Science and Culture Media Corporation, vol. 10(05), May.
    • Handle: RePEc:ags:asagre:277965
    DOI: 10.22004/ag.econ.277965
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    Keywords

    Agribusiness;

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