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What drives farmers’ willingness to adopt e‐commerce in rural China? The role of Internet use

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  • Wanglin Ma
  • Xiaoshi Zhou
  • Min Liu

Abstract

This letter investigates the factors that drive farmers’ willingness to adopt (WTA) e‐commerce, with a focus on the role of Internet use. The recursive bivariate probit model is applied to analyze data collected from rural China. The empirical results reveal that Internet use increases the likelihood of farmers’ WTA e‐commerce by 20%. Further, we show that the WTA effects of Internet use are heterogeneous between male and female household heads and among different regions.

Suggested Citation

  • Wanglin Ma & Xiaoshi Zhou & Min Liu, 2020. "What drives farmers’ willingness to adopt e‐commerce in rural China? The role of Internet use," Agribusiness, John Wiley & Sons, Ltd., vol. 36(1), pages 159-163, January.
    • Handle: RePEc:wly:agribz:v:36:y:2020:i:1:p:159-163
    DOI: 10.1002/agr.21624
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    Cited by:

    1. Cai, Yi & Sun, Yucheng & Qi, Wene & Yi, Famin, 2022. "Impact of smartphone use on production outsourcing: evidence from litchi farming in southern China," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(4), September.
    2. Yonghu Zhang & Yifeng Zhang, 2024. "The Influence of Digital Literacy on the Phenomenon of Deviation between Farmers’ E-Commerce Sales Willingness and Behavior: Evidence from Rural China," Sustainability, MDPI, vol. 16(7), pages 1-22, April.
    3. Di Liu & Pan Wang, 2023. "WeChat E-Commerce, Social Connections, and Smallholder Agriculture Sales Performance: A Survey of Orange Farmers in Hubei Province, China," Agriculture, MDPI, vol. 13(11), pages 1-14, October.
    4. Li, Xiaokang & Guo, Hongdong & Jin, Songqing & Ma, Wanglin & Zeng, Yiwu, 2021. "Do farmers gain internet dividends from E-commerce adoption? Evidence from China," Food Policy, Elsevier, vol. 101(C).
    5. Lili Li & Yiwu Zeng & Zi Ye & Hongdong Guo, 2021. "E‐commerce development and urban‐rural income gap: Evidence from Zhejiang Province, China," Papers in Regional Science, Wiley Blackwell, vol. 100(2), pages 475-494, April.
    6. Yi Cai & Wene Qi & Famin Yi, 2023. "Smartphone use and willingness to adopt digital pest and disease management: Evidence from litchi growers in rural China," Agribusiness, John Wiley & Sons, Ltd., vol. 39(1), pages 131-147, January.
    7. Zhu, Zhongkun & Ma, Wanglin & Sousa-Poza, Alfonso & Leng, Chenxin, 2020. "The effect of internet usage on perceptions of social fairness: Evidence from rural China," China Economic Review, Elsevier, vol. 62(C).
    8. Zheng, Hongyun & Ma, Wanglin & Wang, Fang & Li, Gucheng, 2021. "Does internet use improve technical efficiency of banana production in China? Evidence from a selectivity-corrected analysis," Food Policy, Elsevier, vol. 102(C).
    9. Jikun Huang & Lanlan Su & Qiwang Huang & Xinyu Liu, 2022. "Facilitating inclusive ICT application and e‐Commerce development in rural China," Agricultural Economics, International Association of Agricultural Economists, vol. 53(6), pages 938-952, November.
    10. Nawab Khan & Ram L. Ray & Hazem S. Kassem & Farhat Ullah Khan & Muhammad Ihtisham & Shemei Zhang, 2022. "Does the Adoption of Mobile Internet Technology Promote Wheat Productivity? Evidence from Rural Farmers," Sustainability, MDPI, vol. 14(13), pages 1-15, June.
    11. Wanglin Ma & Xiaobing Wang, 2020. "Internet Use, Sustainable Agricultural Practices and Rural Incomes: Evidence from China," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 64(4), pages 1087-1112, October.
    12. Xiaojing Li & Apurbo Sarkar & Xianli Xia & Waqar Hussain Memon, 2021. "Village Environment, Capital Endowment, and Farmers’ Participation in E-Commerce Sales Behavior: A Demand Observable Bivariate Probit Model Approach," Agriculture, MDPI, vol. 11(9), pages 1-20, September.
    13. Hong, Yan-Zhen & Chang, Hung-Hao, 2020. "Does digitalization affect the objective and subjective wellbeing of forestry farm households? Empirical evidence in Fujian Province of China," Forest Policy and Economics, Elsevier, vol. 118(C).
    14. Aleksandra Tošović-Stevanović & Vladimir Ristanović & Dragan Ćalović & Goran Lalić & Milena Žuža & Gorica Cvijanović, 2020. "Small Farm Business Analysis Using the AHP Model for Efficient Assessment of Distribution Channels," Sustainability, MDPI, vol. 12(24), pages 1-15, December.
    15. Jiexi Shen & Zhanguo Zhu & Matin Qaim & Shenggen Fan & Xu Tian, 2023. "E‐commerce improves dietary quality of rural households in China," Agribusiness, John Wiley & Sons, Ltd., vol. 39(S1), pages 1495-1511, December.

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