Participation Willingness and Influencing Factors of Agricultural E-commerce Farmers——Taking Lanzhou Plateau Summer Vegetable Industry as An Example

E-commerce plays an important role in promoting the export of agricultural products and expanding the market. Lanzhou plateau summer vegetables are faced with export problems. Farmers use e-commerce to sell agricultural products independently and get rid of dependence on wholesale,which is an important way to achieve high-quality industrial development. Therefore, we used survey data, field visits, technology acceptance model and TOE theory, and structural equation model to build a theoretical model to explore the factors affecting farmers’ use of e-commerce to sell agricultural products. The results show that: environment, organization and technology are the external influencing factors, and perceived ease of use, perceived usefulness and usage attitude are the mediating variables, which affect the behavioral intention together. Accordingly, it is proposed to promote the development of local e-commerce, guide farmers to use e-commerce to sell plateau summer vegetables, and promote the high-quality development of the industry.