Empirical Analysis of Farmer Participation in Live E-commerce in China: A Case Study of a Village in Wuchang County, Heilongjiang Province

Abstract

The rapid development of information technology has been instrumental in driving the rise of live e-commerce and modernizing rural livelihoods. This study examines the factors influencing farmers’ participation in live e-commerce using survey data from 295 households in Wuchang County, Heilongjiang Province. Ordered logistic models reveal that personal characteristics (age, gender, education, household size and cropland area), infrastructure (broadband access and transportation), cognitive states (individual adaptability and external digital environment), and social environment (community attitudes and promotional advertising) significantly affect farmers’ participation in live e-commerce.