Income Effect of E-commerce Adoption Behavior of Navel Orange Farmers in Southern Jiangxi Province

Abstract

With the continuous development of e-commerce in rural areas, the income effect of e-commerce has become a hot topic. Based on this background, this paper investigated the e-commerce adoption of navel orange farmers in southern Jiangxi Province, obtained 68 farmers' micro-data, and analyzed the income increasing effect of e-commerce adoption behavior by using multiple T-test and multiple regression analysis. It is found that the planting income and total household income of farmers who participate in e-commerce are higher than those who do not adopt e-commerce, and the adoption behavior of farmers has a significant and positive impact on their own income. In addition, factors such as education level, entrepreneurial experience, work experience, gift expenditure, network and logistics accessibility of navel orange growers in southern Jiangxi have a greater impact on the adoption behavior of e-commerce, which in turn affects the income increase effect of e-commerce and promotes the income increase of navel orange growers. In view of this, the paper puts forward some feasible suggestions such as improving the e-commerce infrastructure in the concentrated area of navel orange cultivation in southern Jiangxi Province, strengthening the publicity of the benefits of e-commerce, enabling farmers to have a deeper understanding of e-commerce, strengthening the introduction of e-commerce professionals, and improving the education mechanism of e-commerce in the area of navel orange cultivation.