This paper takes Beijing as an instance, launches investigation and survey on 152 rural residents, and analyzes the real demands of rural residents in the progress of e-commerce implementation in developed areas to provide government with support for the further construction in the relevant aspect. 71.71% of rural residents have ever heard about this concept, but among all the interviewees, 24.34% of them don't know what e-commerce is. There are 61.84% of rural residents who once conducted online shopping, but there are only 32.89% of rural residents having tried to sell or market their own agricultural products on the internet. Econometric model is used to find out the factors influencing rural residents to choose E-commerce. Rural residents with younger age are more willing to launch agricultural business through e-business, rural residents with higher annual income are more willing to attempt; and the ones with experiences of e-commerce online shopping are more willing to accept e-commerce of agricultural products. These suggestions are to provide with more trial opportunities and to provide rural residents with more training opportunities. © 2013 IFIP International Federation for Information Processing.
CITATION STYLE
Cao, J., & Wang, Y. (2013). Analysis on agricultural e-commerce platform construction in developed areas based on rural residents’ needs - Take the case of Beijing. In IFIP Advances in Information and Communication Technology (Vol. 393 AICT, pp. 438–446). https://doi.org/10.1007/978-3-642-36137-1_51
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