Differences in Online Sales of Agricultural Products from the Perspective of Farmers

Abstract

The development and popularization of network technology and the gradual rise of network sales of agricultural products not only provide a good opportunity for farmers engaged in the sale of agricultural products, but also play a role in promoting the development of agricultural products sales. In this paper, based on the micro-survey data of typical e-commerce village farmers, the differences in the effect of online sales of agricultural products on income increase are studied from the perspective of different types of agricultural products. The results show that the online sales of fresh and dry agricultural products can improve the household income of farmers, and the latter's income-increasing effect is stronger than the former, mainly because of the differences in characteristics of agricultural products, operating costs and value appreciation. In order to further improve the income-increasing effect of online sales of agricultural products, the government should continue to promote the construction of software and hardware infrastructure of online sales of agricultural products in rural areas, such as network, transportation, cold chain and warehousing, encourage the innovation of packaging technology, and create a good online sales environment for farmers in more areas. At the same time, efforts should be made to promote the branding, quality and value of agricultural products, guide farmers to produce high-quality agricultural products, and support competent farmers to carry out agricultural product processing.