Does Intergenerational Cultural Feedback Promote Farmers' E-commerce Participation Behavior?

Huirong Fan

doi:10.6981/FEM.202502_6(2).0008

Authors

Huirong Fan

DOI:

https://doi.org/10.6981/FEM.202502_6(2).0008

Keywords:

Intergenerational Cultural Feedback; E-commerce Participation Behavior; Binary Logit Model.

Abstract

With the vigorous development of the internet economy, rural areas are facing new opportunities and challenges. An increasing number of farmers are selling their agricultural products online, not only delivering high-quality produce to consumers but also significantly increasing their income. However, many middle-aged and elderly farmers, due to unfamiliarity with network operations or lack of understanding of sales procedures, still rely on traditional sales methods. In this context, the cultural feedback from children plays an important role. Therefore, this study, based on 529 survey data from kiwifruit growers in Meixian County, Baoji City, Shaanxi Province, uses a binary Logit model for empirical analysis to explore the impact of intergenerational cultural feedback on farmers' e-commerce participation behavior. The results confirm that intergenerational cultural feedback is an important factor in promoting farmers' e-commerce participation behavior, providing empirical support for promoting farmers' e-commerce sales activities.

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