A Study on the Willingness of Farmers to Adopt the E-commerce Distribution Model of Agricultural Products in Southwest China

Farmers face many challenges to benefit from marketing opportunities. Agricultural e-commerce is a relatively new way for smallholders sell agricultural products buyers, including agribusinesses, retailers, restaurants, and consumers. creates better market access higher transparency in the value chain. There are three research objectives of this study: explore difference perceived value, attitude, behavioral intention using by Southwest farmers; examine relationship between perspective, intention, subjective norm, control with adoption intention; suggest respective policies distribution model farmers adoption.