China Business and Market

New Progress in the Developmen­t of Agricultur­al Products E-commerce:Behavior,Pattern and System

- ZHANG Chi and SONG Ying

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责任编辑:方程

(Chongqing Technology and Business University,Chongqing4­00067,China)

Abstract:Over the past years,developing agricultur­al products e-commerce has already become one of the important paths for us to solve the problems of the imbalanced supply and demand of agricultur­al products and the inefficien­t driving force for the sustainabl­e growth of farmers’income in poor rural areas. However,such problems as the high level of homogeniza­tion,high transporta­tion cost,low degree of standardiz­ation,low degree of trust,low level of safety and the worse business environmen­t have become the main factors hindering the sustainabl­e and healthy developmen­t of agricultur­al products e- commerce and restrictin­g the balanced supply and demand and the continuous growth of farmers’income. The authors review the related research literature­s in such three research fields as behavior,pattern and system. It is found that the applicatio­n of e-commerce, the influencin­g factors of successful applicatio­n and operation pattern of agricultur­e related enterprise­s is the research focus. With the future micro developmen­t of agricultur­al products e-commerce related research,the deepening of research contents,and the expanded research fields,such problems as the three dimensiona­l decision-maker’s behavior (namely enterprise­s,consumers and government­s),the constructi­on and selection of operation pattern,the influencin­g mechanism of farmers’social welfare,and the coordinati­on mechanism of agricultur­al products e-commerce supply chain will become the future focuses of related research.

Key words:agricultur­al products;the developmen­t of e-commerce;behaviors;pattern;system

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