E-commerce Activities Research Articles

A Reinforcement Learning-Based Solution for the Capacitated Electric Vehicle Routing Problem from the Last-Mile Delivery Perspective

The growth of the urban population and the increase in e-commerce activities have resulted in challenges for last-mile delivery. On the other hand, electric vehicles (EVs) have been introduced to last-mile delivery as an alternative to fossil fuel vehicles. Electric vehicles (EVs) not only play a pivotal role in reducing greenhouse gas emissions and air pollution but also contribute significantly to the development of more energy-efficient and environmentally sustainable urban transportation systems. Within these dynamics, the Electric Vehicle Routing Problem (EVRP) has begun to replace the Vehicle Routing Problem (VRP) in last-mile delivery. While classic vehicle routing ignores fueling, both the location of charging stations and charging time should be included in the Electric Vehicle Routing Problem due to the long recharging time. This study addresses the Capacitated EVRP (CEVRP) with a novel Q-learning algorithm. Q-learning is a model-free reinforcement learning algorithm designed to maximize an agent’s cumulative reward over time by selecting optimal actions. Additionally, a new dataset is also published for the EVRP considering field constraints. For the design of the dataset, real geographical positions have been used, located in the province of Eskisehir, Türkiye. It also includes environmental information, such as streets, intersections, and traffic density, unlike classical EVRP datasets. Optimal solutions are obtained for each instance of the EVRP by using the mathematical model. The results of the proposed Q-learning algorithm are compared with the optimal solutions of the presented dataset. Test results show that the proposed algorithm provides remarkable advantages in obtaining routes in a shorter time for EVs.

Blessing or burden? The impact of rural e-commerce on industrial sulphur dioxide emissions: evidence from Taobao villages in China

ABSTRACT Rural e-commerce is expected to be an effective way to green development. However, the impact of rural e-commerce on the industrial sulphur dioxide (SO₂) emissions remains unexplored. Leveraging county-level data from 2014 to 2020, this research examines the influence of rural e-commerce on industrial SO₂ emissions. The analysis reveals that rural e-commerce significantly elevates industrial SO₂ emissions, with the effect being more pronounced in regions with concentrated rural e-commerce activities. Fortunately, environmental oversight and technological innovations can alleviate these adverse environmental impacts. Rural e-commerce contributes to higher industrial SO₂ emissions by fostering industrial growth, increasing energy consumption, and lowering energy efficiency. These findings offer important insights into the relationship between rural e-commerce and sustainable environmental development.

Pricing Strategies in Dual-channel Supply Chain with Discount and In-sales Service Consideration

Driven by increasing internet usage, Indonesia is experiencing a significant rise in e-commerce activities, with transactions projected to grow from 66 million to 99 million by 2029. This growth necessitates a hybrid approach combining online and offline sales channels to maximize market coverage. However, this dual-channel strategy poses challenges in pricing, as customer preferences heavily influence purchasing decisions. This study analyzes pricing strategies within a dual-channel supply chain (DCSC). It examines two main scenarios, centralized and decentralized systems, to determine optimal pricing strategies considering in-sales service and discount. The decentralized system employs a Stackelberg game model, where the manufacturer sets prices first, followed by the retailer. A clothing company is used as a practical case study to apply these mathematical formulations. The study highlights how parameter variations such as customer preferences, service, and unit costs influence price. Notably, the decentralized system often results in higher profitability than the centralized approach under specific conditions. Sensitivity analysis further reveals that while some parameters remain stable, customer preferences significantly affect pricing decisions. A preference for online shopping tends to favor a centralized strategy, indicating that coordinated pricing can mitigate channel cannibalization risks. The study underscores the complex interplay between pricing strategies, discounts, and in-sales services in dual-channel supply chains

Resolution of Credit Agreement Disputes Due To Force Majeure From The Perspective of Syariah Banking

This study analyzes the impact of recession on credit contracts in Islamic banking, especially in e-commerce activities. Murabahah-based credit contracts, which are used as financing products based on credit sales, involve the customer's obligation to pay installments according to the agreement. However, recessionary conditions create difficulties for customers in fulfilling their obligations, thus creating the potential for payment delays that can be detrimental to the bank. From an Islamic legal perspective, conditions beyond human control, such as recession, can be categorized as force majeure, which provides a legal basis for customers to delay payments. Legal resolution of this situation requires an approach that accommodates the principle of justice, where the imposition of fines for delayed payments is often viewed as a form of usury by some scholars, because it is considered an addition that is not in accordance with Islamic principles. This study aims to provide a comprehensive understanding of dispute resolution based on the concept of murabahah in Islamic banking, by considering the impact of recession on the sustainability of credit contracts, while offering solutions that are in line with Islamic legal principles and protection of the rights of customers and banks.

Pengaruh Penggunaan Dan Respons Chatbot Terhadap Kepuasan Konsumen E-Commerce

The development of technology and innovation impacts the growth of e-commerce activities and continues to expand yearly. This growth has led to an increased demand for efficient customer service. One effort made by e-commerce companies is to implement chatbots in their customer service. This study aims to analyze the impact of chatbot usage and response on e-commerce customer satisfaction, with mediation by extrinsic and intrinsic values of the online consumer experience. Data were collected by distributing questionnaires, and 213 respondents from several cities in Indonesia were successfully gathered. The data were processed using Smart PLS 3 software. This study demonstrates that chatbot usage and response, mediated by extrinsic and intrinsic values, positively affect customer satisfaction.

On Relations Between the Index of Innovation and the B2c E-commerce Index (a Regressive Analysis), Using a Quality Management Holistic Approach, as Well as Descriptive Statistics for Western Balkans

Purpose – My goal in conducting this study is to clarify and present the relationship and strong connections between the innovation index and the B2C E-Commerce index worldwide, as a response to the new normalcy, because innovation and B2C E-commerce issues, as well as quality and quality management, have been subject to an increasing interest all over the world, and the position of Western Balkan countries for innovation index and B2C E-commerce index, using descriptive and interdisciplinary methods. Design/methodology/approach – The article used exploratory research based on correlation and regression analysis to discover relationships between innovation and the B2C E-commerce index, using data supplemented by the Global Innovation Index and the B2C E-commerce index. The study technique consisted of gathering data and information regarding the global innovation index and B2C E-commerce index as well as explaining the recently launched ISO 56000 family of standards, handling a correlation and a regressive analysis for relations between the innovation index and the B2C E-commerce index, which resulted in the main conclusion of this study that statistically verified relations between the innovation and the B2C E-commerce are strong, so ISO standards in general, and ISO 56000 standards family application in particular, is required in the time of B2C E-commerce, achieving competitive advantage. In terms of descriptive statistics, a comparison between the Western Balkans and the rest of the globe has been conducted. Findings – Because innovation is covered by the ISO 56000 standard, this research gives statistical insights into the relationships between innovation and the B2C E-commerce index. It indicates that to get a competitive edge, successful business organizations should invest in innovation, B2C E-commerce, and quality management. The main recommendation is that the use of ISO standards in general, and the ISO 56000 family of standards in particular, helps companies strengthen their commitment to their clients by improving innovation and B2C E-commerce activities, processes, and procedures, and economies worldwide to gain a competitive advantage. The study's descriptive data on Western Balkan economies reveal that a significant effort is still required for EU integration. Research limitations/implications – Because of the selected study technique, the research results may necessitate more examination; consequently, researchers are urged to investigate the presented propositions further. Practical implications – The study discusses the implications of developing a strong tool that combines innovation, B2C E-commerce, and quality control to gain a competitive edge. Originality/value – This work addresses for the first time, using correlation and regression analysis, a recognized need to investigate how innovation, B2C E-commerce, and the ISO 56000 family of standards are significantly connected, as well as descriptive data for a region (the Western Balkans). Article Type – Research paper.

Is there a direct benefit of using electronic commerce and electronic banking in mitigating climate change?

The main objective of the study is to highlight the impact that the use of electronic commerce (e-commerce), electronic banking (e-banking) services have on climate change in European Union (EU) countries. Thus, we built a panel model to evaluate the correlations between e-commerce, e–banking, electronic sales channels, and climate change mitigation during 2011–2022 period for the EU countries. Furthermore, we applied the Fully Modified Ordinary Least Squares (FMOLS) method including three independent variables that evaluate the use of digital commerce applications and the dependent variable for climate change. A significant revelation of the study is the positive contribution of e-commerce activities to climate change mitigation. Furthermore, the study emphasizes the role of e-banking in decreasing the consequences of climate change. However, the study also uncovers a more complex aspect regarding electronic sales channels. It finds that not all forms of electronic sales are effective in reducing climate change impacts. Thus, the study highlights the potential benefits of e-commerce and e-banking in the context of climate change mitigation, while also warning against a one-size-fits-all approach to the adoption of digital commerce models. These findings have important implications for policymakers, businesses, and researchers aiming to align digital transformation with sustainable development goals.

The Importance of Protecting E-Commerce Consumer Personal Data

Technological advances offer various conveniences in human daily activities in order to meet their needs. One of the daily human activities that has changed due to the presence of technology is online buying and selling through e-commerce media. Shopping with e-commerce is people's choice because it saves time and costs. However, behind this convenience, attention needs to be paid to the security of consumer data on e-commerce platforms. This article will discuss the importance of protecting personal data from e-commerce consumers. This article was written using a normative type research method with a statutory approach and a conceptual approach. The legal materials used in this research are primary legal materials and secondary legal materials. The technique of collecting legal materials in this research uses literature studies (library research). The legal problem analysis technique used in this research is deductive analysis technique. The results of this research are that personal data security is very necessary in shopping activities in e-commerce, because it is related to consumer satisfaction. When consumers feel safe and are not wary of shopping on e-commerce, they will make shopping on e-commerce a priority compared to shopping conventionally.

IDENTIFICATION OF TAXPAYERS IN ELECTRONIC COMMERCE

E-commerce activities differ from traditional commerce in that they are not located at a specific address, which, while convenient for the seller and customer, creates difficulties for the state in determining the taxpayer, tax object, and tax base. Therefore, identification of taxpayers in e-commerce is one of the primary tasks of the state and direct tax authorities today.

Trademark Right Protection in Electronic Commerce: Challenges and Countermeasures

As a vital element of core intellectual property for businesses, trademarks play a crucial role in upholding brand image, safeguarding consumer rights, and fostering fair market competition. This paper aims to delve into the challenges encountered in trademark rights protection within e-commerce based on relevant content from trademark law. It further proposes corresponding legal strategies to address these challenges with the goal of promoting sustained and healthy growth within the e-commerce industry. This study uncovers complexities and covert nature associated with trademark infringement activities in e-commerce, as well as widespread cross-border trade infringements and high costs related to evidence collection and rights protection. Corresponding measures to address these issues are then proposed. The research findings underscore the significance of refining laws and regulations, bolstering international cooperation and judicial assistance efforts, intensifying enforcement measures and penalties, as well as establishing robust mechanisms for protecting rights. This paper holds substantial importance in advancing a healthy environment for e-commerce industry development, maintaining equitable competitive market conditions, safeguarding legitimate rights of trademark holders and consumers, and propelling forward intellectual property protection system construction within the realm of e-commerce.

Credit Card Fraud: Analysis of Feature Extraction Techniques for Ensemble Hidden Markov Model Prediction Approach

In the face of escalating credit card fraud due to the surge in e-commerce activities, effectively distinguishing between legitimate and fraudulent transactions has become increasingly challenging. To address this, various machine learning (ML) techniques have been employed to safeguard cardholders and financial institutions. This article explores the use of the Ensemble Hidden Markov Model (EHMM) combined with two distinct feature extraction methods: principal component analysis (PCA) and a proposed statistical feature set termed MRE, comprising Mean, Relative Amplitude, and Entropy. Both the PCA-EHMM and MRE-EHMM approaches were evaluated using a dataset of European cardholders and demonstrated comparable performance in terms of recall (sensitivity), specificity, precision, and F1-score. Notably, the MRE-EHMM method exhibited significantly reduced computational complexity, making it more suitable for real-time credit card fraud detection. Results also demonstrated that the PCA and MRE approaches perform significantly better when integrated with the EHMM in contrast to the conventional HMM approach. In addition, the proposed MRE-EHMM and PCA-EHMM techniques outperform other classic ML models, including random forest (RF), linear regression (LR), decision trees (DT) and K-nearest neighbour (KNN).

Telaah Argumen Yang Mendukung Dan Menentang Peraturan Pemerintah No 80 Tahun 2019 Tentang Perdagangan Melalui Sistem Elektronik

Business activities in e-commerce are currently rising in Indonesia along with the appearances of its regulations, like Government regulation 80/2019 which is creating pros and cons. This writing’s purpose is to analyze impacts from that particular regulation. The regulation creates better nuance in e-commerce for consumers, but doesn’t engage with small and temporary businesses. The regulation helps in regard to tax counting in e-commerce, but creates injustice between small offline and online UMKM in taxation. The regulation made the use of domain id as mandatory, while it shows national identity it’s also advancing portal’s access time due to the server that locates in Indonesia, however it’s rejected by Idea due to the consideration of domain as identity. Businessmen in e-commerce could transmigrate to platforms that are harder to reach by government's regulation. The regulation brings many good changes while also vulnerable to create harm.

The development and application of a novel E-commerce recommendation system used in electric power B2B sector.

The advent of the digital era has transformed E-commerce platforms into critical tools for industry, yet traditional recommendation systems often fall short in the specialized context of the electric power industry. These systems typically struggle with the industry's unique challenges, such as infrequent and high-stakes transactions, prolonged decision-making processes, and sparse data. This research has developed a novel recommendation engine tailored to these specific conditions, such as to handle the low frequency and long cycle nature of Business-to-Business (B2B) transactions. This approach includes algorithmic enhancements to better process and interpret the limited data available, and data pre-processing techniques designed to enrich the sparse datasets characteristic of this industry. This research also introduces a methodological innovation that integrates multi-dimensional data, combining user E-commerce activities, product specifics, and essential non-tendering information. The proposed engine employs advanced machine learning techniques to provide more accurate and relevant recommendations. The results demonstrate a marked improvement over traditional models, offering a more robust and effective tool for facilitating B2B transactions in the electric power industry. This research not only addresses the sector's unique challenges but also provides a blueprint for adapting recommendation systems to other industries with similar B2B characteristics.

ANALYSIS OF FACTORS INFLUENCING INTENTION IN USING ACCOUNTING INFORMATION SYSTEMS FOR REVENUE AND ZAKAT MANAGEMENT BY MICRO, SMALL AND MEDIUM ENTERPRISES IN E-COMMERCE

Accounting information systems (AISs) have become indispensable enterprise management tools, serving as a vital resource for promoting administrative and financial processes, facilitating decision-making, and improving overall performance. Apart from business, AISs can also be developed as zakat for sharia. In this regard, AIS plays a role in calculating zakat, making zakat payment decisions, and assisting managers in zakat allocation. This function is very beneficial for business actors, especially MSME actors. The existence of AISs can make it easier for MSMEs to manage their revenue and zakat. So, MSMEs need to be able to adopt AISs. Unfortunately, research regarding the acceptability of AIS adoption for MSMEs has not yet been conducted. Therefore, this research examines the factors of acceptance of AISs by e-commerce actors from MSMEs. By using the elements in the Technology Acceptance Model (TAM), such as Perceived ease of use (PEU) and perceived usefulness (PU) through quantitative methods and Partial Least Square Structural Equation Model (PLS-SEM) analysis, the results of data analysis in this study show that the influence of PEU and PU on IUAISs is positive and significant. This shows that IUAISs are influenced by two main variables from TAM (PEU and PU). Based on the results, this study implies that MSMEs that successfully adopt Accounting Information Systems (AISs) for revenue and zakat management can improve their administrative and financial efficiency, emphasizing the importance of understanding the factors influencing AIS acceptance among MSMEs.

Impact of COVID-19 pandemic on online consumption share: Evidence from China's mobile payment data

This study investigates the impact of the COVID-19 pandemic on the online retail market in China and explores the mechanisms underlying this relationship. By developing a theoretical model based on utility theory and consumer risk perception theory and utilizing monthly mobile payment consumption data along with the number of people diagnosed with COVID-19 at the city level in 2020, this study finds that the COVID-19 pandemic has driven an increase in the share of online consumption, thereby changing the structure of the retail market. The primary mechanism is that the pandemic boosts e-commerce activity while concurrently reducing the service quality for consumers shopping offline. Furthermore, this study confirms that online consumption has mitigated the negative impact of the pandemic on overall consumption expenditure. Heterogeneity analyses suggest that the COVID-19 pandemic has significantly increased the online share of necessity and upgraded consumption. For city heterogeneity, the effects of the pandemic on online and offline consumption structures are more pronounced in regions with larger consumption scales and lower urbanization rates. Thus, the pandemic has accelerated the development of the online retail market and strengthened consumer inertia for online channels. According to consumer inertia theory, this trend may continue even as the pandemic gradually weakens. The applicability and effectiveness of this study's conclusions and methods provide a new perspective for future research on online retail and e-commerce markets.

The Influence Of Tax Understanding, Taxpayer Awareness And Tax Sanctions On The Compliance Of E-Commerce Actors In Fulfilling Tax Obligations (Case Study of Individual Taxpayers of E-commerce Actors in DKI Jakarta Province, Indonesia)

The main problem of taxation in Indonesia is the low level of taxpayer compliance, which is caused by minimal awareness and understanding of tax obligations and neglect of tax aspects of online transactions by e-commerce actors. This study aims to analyze the effect of tax understanding, taxpayer awareness, and tax sanctions on the compliance of e-commerce actors in DKI Jakarta Province. The research method used is a quantitative approach with a sample of 100 e-commerce actors selected using purposive sampling techniques. Data were collected through questionnaires and analyzed using a t-test (partial). The results of the study indicate that tax understanding, taxpayer awareness, and tax sanctions have a positive and significant effect on e-commerce actor compliance. Based on these findings, it is recommended that the government increase tax socialization and education programs and apply strict sanctions to improve taxpayer compliance in the e-commerce sector.

Driving Success: Unveiling the Synergy of E-Marketing, Sustainability, and Technology Orientation in Online SME

In Romania, the pandemic and post-pandemic effects, coupled with the nearly 80% increase in internet service penetration, have led to an extraordinary acceleration of e-commerce activity. Rising rents and operational costs, heightened financial challenges, and the improved quality and accessibility of internet connectivity have prompted some Romanian SMEs to sell their products and services online or through other online communication networks. In this context, it becomes essential to conduct marketing research to identify factors that could stimulate business performance. The purpose of this study is to assess the impact of e-marketing orientation, sustainability orientation, and technology orientation on the performance of online SMEs in Romania. Hypothesis testing and validation of the proposed construct model were conducted using structural equation modeling with partial least squares (SEM-PLS) and multi-group analysis (PLS-MGA). The research results have indicated that all three independent variables have positive and significant effects on online SMEs’ business performance. Finally, the study suggests that SME managers should focus on integrating these three variables and on selling products and services both nationally and internationally through the internet if they aim for long-term business performance growth.

Exploring the impacts of ecommerce activities on the spatial resilience of warehouse clubs: the role of retail agglomeration

PurposeAs ecommerce becomes more prevalent, traditional brick-and-mortar retailers such as warehouse clubs (WCs) face the challenging task of maintaining and growing their customer base. This study aims to unravel the combined impact of retail agglomeration and ecommerce activities on consumer foot traffic (also referred to as “footprint”) at WC stores, placing an emphasis on the locational strategies adopted by WCs in this evolving retail landscape.Design/methodology/approachMobile-based customer foot traffic data for Costco, a major U.S. WC chain, is sourced for our analysis. We use Principal Component Analysis (PCA) to identify dimensions of general merchandise (GM) and narrow-range merchandise (NM) retail agglomeration. Two-stage least squares (2SLS) regressions are used to explore how the intensity of ecommerce activities and WC locational choices within retail agglomerations impact WC foot traffic.FindingsOur analysis highlights a notable decline in WC store visits attributable to both GM and NM ecommerce activities, with GM ecommerce presenting a more significant competitive challenge to WCs. Regarding retail agglomerations, proximity to GM clusters that include a diverse range of supercenters, department stores, and club stores, is associated with an increase in WC customer visits within their vicinity. In contrast, the influence of NM agglomerations is mixed; clusters adjacent to grocery stores lead to higher WC customer traffic compared to those focused on other specialized stores. These findings underscore the strategic importance of location in mitigating the adverse effects of ecommerce competition. Additionally, our study uncovers intricate dynamics between GM and NM retail clusters and ecommerce activities, demonstrating varied impacts on WC customer footprint.Research limitations/implicationsAccess to customer footprint data illustrates the potential of this data source for retail decision making and researchers. Our analysis is limited to one chain, notably Costco.Practical implicationsOur findings underscore the need for retailers to adeptly navigate the evolving retail landscape, including the confluence between physical and digital retail environments, to secure future success. In particular, our results emphasize the benefits of locating stores within mixed retail agglomerations and underline the need to consider the broader retail landscape in location decisions.Social implicationsThe rise of ecommerce in the U.S. has reshaped consumer behavior and altered local shopping districts’ communal dynamics. This change may spur policy interventions to help physical stores compete with online retailers, emphasizing the importance of retail diversity and community-centric environments to sustain communal retail interactions amidst digital advancements.Originality/valueThe paper makes use of a unique dataset to provide a first assessment of the combined effects of retail agglomeration and ecommerce activities on consumer foot traffic for WC retailers. Thus, this paper provides insights into the impacts on consumer shopping behavior from the dynamic interactions between physical retail clusters and online shopping behaviors.

The economic impact of E-commerce on the U.S. airports: Cost savings and productivity growth

The rise of e-commerce, fueled by digitalization and shifting in consumer demand, has revolutionized air cargo. While all e-commerce stakeholders are engaged in fierce competition to increase their market share, airports as integral elements of the air cargo supply chain could not be apathetic to this competition. This study examines the economic implication of e-commerce on high cargo volume airports, focusing on cost savings and productivity growth. Utilizing the Farrell measure of input-oriented technical efficiency, we estimate scope economies for the U.S. airports between 2009 and 2019. The results reveal higher scope economies for high cargo volume airports, indicating greater cost savings resulting from e-commerce activities. In addition, the Malmquist index is employed to assess productivity growth. The index is decomposed into technical change, efficiency change, and scale change. The findings show a 3.3% overall productivity growth in the U.S. airport industry, primarily driven by technical change. Besides, high cargo volume airports exhibit higher productivity growth compared to low cargo volume airports, with 4.1% and 2.9% growth rates, respectively. The gap between high cargo volume and low cargo volume airports widened in 2017, aligning with the pre-pandemic peak in e-commerce activity. Furthermore, high cargo volume airports experience higher efficiency gains and technical advancements. While efficiency gains are attributed to improved performance and increased capacity utilization, the technical advancements can be explained by the digitalization and customized operations associated with e-commerce. Overall, the results highlight the significant contribution of e-commerce to cost savings and productivity growth in high-cargo volume airports.

The impact of rural e-commerce participation on farmers’ entrepreneurial behavior: Evidence based on CFPS data in China

The "Three Rural Issues", encompass challenges related to agriculture, farmer, and rural area, which hold significant importance in driving comprehensive rural revitalization efforts in China. Farmer entrepreneurship, as a crucial means to enhance productivity, create job opportunities, and increase residents’ income, has gradually become a key driving force in promoting rural revitalization in the new stage of development in China. With the rapid development of rural e-commerce, farmer entrepreneurship has encountered new opportunities. This study utilizes the 2020 China Family Panel Studies (CFPS) data and employs a structural equation model (SEM) to analyze the direct impact of rural e-commerce participation on farmer entrepreneurial behavior, considering factors such as human capital, social capital, and network infrastructure. This study further explores the indirect effects and mechanisms of e-commerce participation as a mediating variable and analyzes the impact and mechanisms on agricultural entrepreneurship behavior. The findings are as follows: (1) E-commerce participation significantly promotes farmer entrepreneurial behavior; (2) E-commerce participation as a mediating variable has a positive indirect effect on the relationship between social trust, network infrastructure, human capital, and farmer entrepreneurial behavior; (3) E-commerce participation has a significant positive influence on farmer entrepreneurship in the agricultural sector, and farmers with higher levels of network infrastructure and human capital have a higher probability of choosing agricultural entrepreneurship under the influence of e-commerce participation. Finally, this study provides policy recommendations in terms of infrastructure construction, entrepreneurial policy environment, and education level, aiming to optimize the situation of farmer entrepreneurship and contribute to the comprehensive promotion of rural revitalization.Overall, the research in this paper effectively combines theory and empirical evidence to outline the direct and indirect impact mechanisms of rural e-commerce participation on farmers’ entrepreneurial behavior and agriculture-related entrepreneurial behavior and to test the effects of their impacts. First, most of the existing literature deals with farmers in individual sample areas, while the sample selected in this paper is farmers in the whole country, which is relatively more generalizable; second, most of the previous studies explore the level of e-commerce in the inter-provincial or county areas, while this paper expands the empirical study of rural e-commerce on the entrepreneurial behavior of farmers and the micro-period of agricultural entrepreneurial behavior, and focuses on the impacts of the e-commerce activities of farmers on their entrepreneurial behavior.