Big Data Analysis of e-Commerce Efficiency and Its Influencing Factors of Agricultural Products in China

At present, the e-commerce industry of agricultural products plays a pivotal role in promoting income growth and helping rural revitalization. This paper collected relevant data in the recent 8 years (2012 to 2019) and used the DEA model and Tobit model to analyze the correlation degree between the efficiency and various influencing factors in China. DEA analysis results show that, in recent years, three efficiencies are quite different: the comprehensive efficiency and scale efficiency show an upward trend, while the pure technical efficiency remains at a high level. Tobit model results show that the number of urban Internet users, rural Internet users, logistics practitioners, the development of national economy are negatively correlated with e-commerce efficiency; the length of traffic construction has no significant correlation; the level of agricultural mechanization has a significant positive correlation. Hence, the paper puts forward four suggestions.