• Login
  • Register
  • Search

A Study on the Willingness of Farmers to Adopt the E-commerce Distribution Model of Agricultural Products in Southwest China

Yang Long


Farmers face many challenges to benefit from marketing opportunities. Agricultural e-commerce is a relatively new way
for smallholders to sell agricultural products to buyers, including agribusinesses, retailers, restaurants, and consumers. Agricultural
e-commerce creates better market access and higher transparency in the value chain. There are three research objectives of this
study: to explore the difference in perceived value, attitude, and behavioral intention in using e-commerce by Southwest farmers;
to examine the relationship between perceived value, perspective, behavioral intention, subjective norm, behavioral attitude, and
perceived behavioral control with adoption intention; to suggest respective policies to e-commerce distribution model for farmers


Willingness of Farmers; E-commerce Distribution Model; Agricultural Products

Full Text:



[1] Peng,Y. et al. (2011). Ensemble Of Software Defect Predictors: An AHP-Based Evaluation Method. International Journal of Information Technology & Decision Making. Vol 10, p.187-206.

[2] Zeithami, V. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. Vol 22, p.1-9.

[3] Davis,F. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly. Vol 13, p.319-340.

[4] Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes. Vol 50 Issue 2, p.179-211.

[5] Xu, D. (2019). Research on the Cross-border E-commerce Business Model of China’s Export Enterprises. Advances in Economics, Business and Management Research. Vol 22, p.56-68.

DOI: http://dx.doi.org/10.18686/ahe.v6i15.5168