Evaluating the Impact of Agricultural E-commerce Platform on China’s Agricultural Economic Development

——Taking Taobao in Rural Areas as An Example

（International Business School，Qingdao Huanghai University，Qingdao 266427，Shandong，China） Abstract：Platform economy，the economic model attracting the most attention in the 21st century，plays the important role in the development of China’s agricultural economy. In order to objectively and accurately evaluate the economic impact effect of agricultural e-commerce platform in the past period，based on the basic characteristics of platform economy and the influencing mechanism of agricultural e-commerce platform on the development of agricultural economy，the author takes advantage of the improved DID model and DDD model to evaluate the economic impact effect of agricultural e- commerce platform from such three dimensions as policy effect，scale effect and agglomeration effect. It is found that agricultural e-commerce platform brings impetus to the development of agricultural economy through having impact on the supply and demand of agricultural products， the improvement of platform value，and the integrated development of the platform. It is also found that the policy effect，scale effect，and agglomeration effect of the impact of agricultural e-commerce platform on the development of agricultural economy is significant；but the marginal effect of that is diminishing. Moreover，the impact of agricultural e- commerce platform on the increase of farmers’income is not significant. To fully give play to the role of agricultural e-commerce platform in promoting the development of agricultural economy，we should start from such three aspects as promoting the development of agricultural economy and increasing farmers’income，enhancing the participation of farmers in both the supply and demand sides，and working hard to develop the platform economy with the help of regional advantages，reposition the function and role of agricultural e-commerce platform in the development of agricultural economy，and pay more attention to the cultivation of new pattern，new driving forces，and new types of business of agricultural development，the guidance of agricultural e- commerce platform，and the support of related industrial infrastructure.

Key words：agricultural e-commerce platform；economic impact；marginal effect；improved DID model