Agriculture, Journal Year: 2025, Volume and Issue: 15(5), P. 501 - 501
Published: Feb. 26, 2025
The development of new e-commerce platforms has become a crucial driver economic growth in developing countries, driven by the global wave digitalization and informatization. However, research on underdeveloped rural areas China remains scarce, with even less focus farmers’ behaviors. Based China’s unique characteristics, this study conducts field survey 346 households Inner Mongolia. Using Triple-Hurdle mediation effect models through lens social capital, examines how capital digital literacy influence short-term decisions long-term investments participation across three dimensions: “willingness”, “choice”, “degree participation”. aim is to identify leverage as well enhance promote sustainable e-commerce. results show following: (1) Among surveyed farmers, 198 expressed willingness engage e-commerce, 118 participated, only 1 household reached level above 50%. This underscores insufficient engagement ongoing challenges (2) Social critical factor, positively affects participate, choice degree at 1% significance level, regression coefficients 1.386, 1.202, 0.119, respectively. Its impact strongest early stages fostering willingness, followed its choice. diminishes due involvement other complex factors. (3) enhances plays mediating role process which influences behavior. (4) Heterogeneity analysis shows that during actual participation, behaviors more pronounced among farmers smaller sizes higher income levels. these findings, recommends building different farmer groups, establishing online information-sharing platforms, offering tailored technical training for diverse demographics.
Language: Английский