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What drives farmers’ willingness to adopt e‐commerce in rural China? The role of Internet use
Author(s) -
Ma Wanglin,
Zhou Xiaoshi,
Liu Min
Publication year - 2019
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/agr.21624
Subject(s) - the internet , multivariate probit model , bivariate analysis , china , ordered probit , probit model , focus (optics) , marketing , business , e commerce , probit , internet users , economics , advertising , econometrics , demographic economics , geography , statistics , computer science , physics , archaeology , world wide web , optics , mathematics
This letter investigates the factors that drive farmers’ willingness to adopt (WTA) e‐commerce, with a focus on the role of Internet use. The recursive bivariate probit model is applied to analyze data collected from rural China. The empirical results reveal that Internet use increases the likelihood of farmers’ WTA e‐commerce by 20%. Further, we show that the WTA effects of Internet use are heterogeneous between male and female household heads and among different regions.