The Characteristics and Mode Selection of Agricultural Product E-commerce Distribution Marketing

Abstract

In recent years, China’s e-commerce market has become the largest in the world. E-commerce of agricultural products can solve the problems of many traditional marketing modes and bring great convenience. To study the e-commerce mode of agricultural products, the secondary indicator factors of the e-commerce mode of agricultural products are constructed, and the structural equation of 7 hidden factors and 30 observation factors is designed based on the structural equation. On the basis of the above procedures, a questionnaire on the selection of agricultural products e-commerce mode is designed. Through the calculation and analysis of the mode, 6 recessive variables and 27 observation indicators are determined. After the analysis of their relationship, the e-commerce mode selection strategy for agricultural products is finally proposed.