Can E-Commerce Adoption Improve Agricultural Productivity? Evidence from Apple Growers in China

E-commerce is not only a new channel through which farmers can sell agricultural products, but also an important engine for transforming development and modernizing agriculture in the era of digital economy. Analyzing adoption e-commerce from micro level to improve farmers’ production efficiency has practical value. On basis theoretical discussion analysis on survey data 827 apple Shaanxi Province, China, we used propensity score matching (PSM) stepwise regression test effects mechanism these occur. The results showed that significant positive impact efficiency. allocation factors plays mediating role Specifically, effectively encourage rationally allocate labor, land, capital factors, promote sustainable environment contribute creating harmonious community atmosphere. Therefore, propose strengthening rural support publicity guidance regarding by farmers, holding training, promoting popularization help modernization agriculture.