Analysis on Agricultural E-Commerce Platform Construction in Developed Areas Based on Rural Residents' Needs - Take the Case of Beijing

This paper takes Beijing as an instance, launches investigation and survey on 152 rural residents, and analyzes the real demands of rural residents in the progress of e-commerce implementation in developed areas to provide government with support for the further construction in the relevant aspect. 71.71% of rural residents have ever heard about this concept, but among all the interviewees, 24.34% of them don’t know what e-commerce is. There are 61.84% of rural residents who once conducted online shopping, but there are only 32.89% of rural residents having tried to sell or market their own agricultural products on the internet. Econometric model is used to find out the factors influencing rural residents to choose E-commerce. Rural residents with younger age are more willing to launch agricultural business through e-business, rural residents with higher annual income are more willing to attempt; and the ones with experiences of e-commerce online shopping are more willing to accept e-commerce of agricultural products. These suggestions are to provide with more trial opportunities and to provide rural residents with more training opportunities.