Abstract
To explore the influence of interpersonal trust and institutional trust on the participation willingness of farmers in e-commerce poverty alleviation in China, a questionnaire survey of 320 farmers in Chongqing Ecological Tourism District was adopted for data collection, and a binary logistic model was used for data analysis. The results showed that (1) both interpersonal trust and institutional trust had a positive influence on the participation behavior of farmers in e-commerce poverty alleviation, and the priority ranking from high to low was: trust in government, trust in relatives, trust in neighbors, and trust in village cadres. (2) Institutional trust had a greater impact on the participation behavior of farmers than interpersonal trust, especially in the poverty-stricken areas where economic development was relatively backward. (3) Individual attributes, household attributes, and rural resource attributes had a significant positive impact on the participation intention of farmers. Among these, the role of rural e-business service platform was particularly important. The role of institutional trust at the village level still did not perform well in promoting the participation willingness of farmers. Based on empirical analysis, the suggestions for promoting the active cooperation of farmers and participating in the cooperation of e-business were put forward, such as enhancing the interpersonal network of farmers, improving the rural e-commerce information service platform, and strengthening the construction of the rural business environment.
Highlights
Poverty eradication is a common mission of all mankind
Based on the questionnaire survey of 295 farmers in Chongqing ecotourism district, the results showed that (a) both interpersonal trust and institutional trust all had a significant influence on the participation of farmers in e-commerce poverty alleviation, (b) compared with interpersonal trust, the institutional trust had a greater impact on the participation intention of farmers in China, and (c) rural resource dimensions all had a significant positive influence on the participation willingness of farmers, while individual attributes and household attributes did not pass the significance test
The study compared the influence of institutional and interpersonal trust and revealed that institutional trust has a greater impact on the participation intention of farmers
Summary
Since 1978, China has achieved great success by lifting more than 600 million people out of poverty and the poverty incidence has dropped from 97.5% in 1978 to 1.7% in 2017 (He and Wang, 2019), which was called the fast large-scale poverty reduction in human history. According to the statistics of the Chinese National Rural Revitalization Bureau, by the end of 2019, there were 2,707 poor villages and 5.51 million people still lived in poverty in China (Liang et al, 2020). These people mainly lived in the mountain area of western China, most of which lack basic living conditions. The government of China, adjusted the direction of poverty alleviation and adopted the targeted e-commerce poverty alleviation strategy (Han et al, 2019).
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