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Drivers of Online Retailing Performance of Agricultural Products in Rural China

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  • Le-rong, YU
  • Jia-ming, GU

Abstract

In the era of digital economy, it has become an important part of the digital transformation of the agricultural industry to promote the sound development of agricultural e-commerce. Based on sample data covering five provinces one municipality directly under the central government of China, the paper empirically analyzes the internal and external factors affecting online retail of agricultural products. The results show that park policies, business environment, market and other external factors significantly affect the online retail performance of agricultural products under the condition of controlling the characteristics of individual operators and products. However, the brand of agricultural products is still the key factor determining online retail performance. In addition, the mediating effects of new media communication on the relationship between external factors and online sales of agricultural products was significant. The research results can provide reference for further exploring the roles of government, market and new media technologies in boosting the development of agricultural e-commerce.

Suggested Citation

  • Le-rong, YU & Jia-ming, GU, 2024. "Drivers of Online Retailing Performance of Agricultural Products in Rural China," IAAE 2024 Conference, August 2-7, 2024, New Delhi, India 344310, International Association of Agricultural Economists (IAAE).
    • Handle: RePEc:ags:cfcp15:344310
    DOI: 10.22004/ag.econ.344310
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    Keywords

    Agribusiness;

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