Farmers’Endowment，Regional Environment and the Willingness to Participate in E-commerce Poverty Alleviation

——Based on the Empirical Analysis of 630 Farmers in Frontier Minority Areas MA Ze-bo

（State Research Office，Party School of the Honghe Committee of C.P.C，Mengzi，Yunnan661199，China） Abstract：Rural e- commerce poverty alleviation provides a new method and means to promote the farmers' income. In promoting the rural e- commerce poverty alleviation，farmers’willingness to participate is of great significance to the effect of poverty alleviation. By using the data of 630 farmers in 13 counties and 26 villages in honghe hani and yi autonomous prefecture， and from the perspective of farmer’s endowment and regional environment，the author analyzes farmers' willingness to participate in e-commerce poverty alleviation and its influencing factors. The results show that：first，the influence of different factor endowment on farmers’willingness to participate is heterogeneous，and there is the positive relation between education level and the willingness to participate and negative relation between income level and the willingness to participate；and second， such factors as the perfect level of e-commerce logistics system，the moderate scale agricultural operation，the high agricultural standardization degree，and the government’s positive role in promoting will encourage farmers to participate in e- commerce poverty alleviation. To further improve the effect of rural e- commerce poverty alleviation，we should take farmers with higher education level and comparatively high income level as the main body. First，we should improve the farmers’understanding of rural e- commerce；second，we should build the perfect rural e- commerce logistic system；third，we should focus on the agricultural adjustment and integration in the background of e- commerce；and fourth，we should give full play to the role of government in terms of guidance and supporting.

Key words：e-commerce poverty alleviation；farmers’endowment；willingness to participate