Abstract
Based on the microscopic survey data of 100 vegetable cooperatives in Sichuan Province, this paper empirically analyzes the influence of brand certification on cooperatives participating in the ecommerce by binary logistic regression model. The results show that the proportion of Sichuan vegetable cooperatives participating in the e-commerce is generally lower, which needs further improvement. Brand certification has a positive role in promoting cooperatives to participate in the e-commerce, with a marginal contribution of 19.7%. In addition, government sales support has a positive impact on the cooperative ecommerce, which is an important guarantee for promoting cooperatives to participate in the e-commerce. While the difficulty of agricultural product sales has a negative impact on the cooperative e-commerce, and the more difficult the agricultural products are sold, the higher the probability that the cooperative will participate in the e-commerce. Thus, this article puts forward policy suggestions such as actively promoting cooperatives to participate in brand certification, promoting cooperatives to participate in the e-commerce according to local conditions and strengthening government sales support.
Highlights
Farmers' professional cooperatives have important functions such as reducing transaction costs and resolving information asymmetry[1,2], which can effectively resolve the problems of agricultural products' sales, and have developed rapidly
Based on the microscopic survey data of 100 vegetable cooperatives in Sichuan Province, this article uses the binary logistic regression model to empirically analyze the influence of brand certification on cooperatives participating in the ecommerce and calculates the marginal effects, which has a certain degree of innovation
This article empirically analyzes the influence of brand certification on the cooperative e-commerce by binary logistic regression model based on the microscopic survey data of 100 vegetable cooperatives in Sichuan Province, and conducts a robust test on the results
Summary
Farmers' professional cooperatives (hereinafter referred to as "cooperatives") have important functions such as reducing transaction costs and resolving information asymmetry[1,2], which can effectively resolve the problems of agricultural products' sales, and have developed rapidly. Cooperatives have become one of the most important new type of agricultural management entities for the development of modern agriculture. It is undeniable that the cooperative has not fundamentally solved the problem of agricultural products' sales[3], so the sustainable development of the cooperatives face challenges. Higher transaction costs are an important factor that makes it difficult to sell agricultural products[4]. Answering this question has important theoretical and practical significance for resolving the sales difficulties of agricultural products and the sustainable development of cooperatives Why do cooperatives have a different attitude towards e-commerce, that is, what factors affect the cooperatives participating in e-commerce? Answering this question has important theoretical and practical significance for resolving the sales difficulties of agricultural products and the sustainable development of cooperatives
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