Research on Influencing Factors of Rural E-commerce Under the Empowerment of Blockchain Technology

DOI

10.2991/978-94-6463-030-5_59How to use a DOI?

Keywords

Digital Economy; Blockchain Technology; Rural E-commerce; Electronic Commerce; Influence factor

Abstract

Under the background of digital economy, with the development of blockchain technology, the value and service quality of rural e-commerce have been improved. Specifically reflected in two aspects: one is to change the traditional rural e-commerce industrial chain and enhance the value of rural e-commerce. Such as tracing the source of agricultural products or decentralized management; Second, the coordinated development of blockchain, artificial intelligence and other technologies to improve the service quality of rural e-commerce in payment security and other links. The characteristics of easy corruption, high timeliness and strong experience of fresh products restrict consumers’ online shopping intention and greatly hinder the development of e-commerce of fresh products. This paper will take 30 seafood farmers in Wangjiatan village, Rizhao City as the research object to analyze the influencing factors of rural e-commerce. The empirical results show that high educational level, large-scale seafood breeding, convenient logistics and government policy support are conducive to enhance the farmers’ willingness to sell fresh seafood online, while older age, fixed offline sales channels, seafood varieties and high cold chain logistics costs will reduce the seafood farmers’ willingness to sell fresh seafood online. The main factors are analyzed from the farmers themselves The industry itself and government policies put forward corresponding countermeasures and suggestions in order to improve the online sales willingness of fresh seafood farmers in Rizhao Wangjiatan village and promote the development of seafood e-commerce in Rizhao Wangjiatan village.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yushan Peng
AU  - Maonan Wang
AU  - Meiqi Wang
PY  - 2022
DA  - 2022/12/20
TI  - Research on Influencing Factors of Rural E-commerce Under the Empowerment of Blockchain Technology
BT  - Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
PB  - Atlantis Press
SP  - 585
EP  - 594
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-030-5_59
DO  - 10.2991/978-94-6463-030-5_59
ID  - Peng2022
ER  -