Research on E-commerce Development Model of Agricultural Products and Difference of Farmers' Income Increase

Abstract

From the perspective of farmers, this paper summarizes four models presented by the in-depth integration of e-commerce and agricultural products, namely FCP, FBBP, FBEP and FPF, and following inspiration drawn from them. On this basis, a questionnaire is designed so as to investigate farmers of the four e-commerce development models of agricultural products, and an objective evaluation is achieved on the effects of development models on farmers’ household income. Findings of the paper show that, generally e-commerce development of agricultural products brings about an increase in farmers’ household income. As for online sales revenue, among the four development models, FBBP model shares the largest contribution rate to farmer’s income the most while FPF model the smallest, entailing an implicit indication that even if e-commerce development brings universal dividends to farmers, the sharing of digital dividends among farmers will not be homogeneous and equal, and it is inevitable in nature that there will be differences in e-commerce use and income increase among farmers.