An Empirical Study on the Influence of E-commerce Participation Willingness on Rural Revitalization

Abstract

It is well known that e-commerce plays an extremely important role in helping farmers increase their income, which is the most direct and effective way to increase their income. Based on structural equation modeling, the paper empirically investigates the effect between the farmers' willingness to participate in e-commerce and rural revitalization, as well as the mechanism between the effect of increasing farmers' income and rural revitalization, furthermore, it also explores how to better use e-commerce to help villagers increase their income. Through the empirical analysis, it can be found that policy promotion positively affects farmers' willingness to participate in e-commerce; "the effect of increasing farmers' income" is partly mediated from "farmers' willingness to participate in e-commerce" to "rural revitalization"; improving "farmers' willingness to participate in e-commerce" can not only directly promote the process of "rural revitalization", but also indirectly affect "rural revitalization" through " increasing farmers' income ".