A Study on Factors Influencing Farmers’ Adoption of E-Commerce for Agricultural Products: A Case Study of Wuchang City

The widespread popularization of Internet technology has facilitated the emergence of e-commerce as a novel avenue for agricultural product sales, driven by its convenience and broad reach. Nevertheless, in Wuchang City, a well-developed agricultural region in northeastern China, some farmers still exhibit low enthusiasm for participating in agricultural product e-commerce, with limited levels of engagement. To investigate the underlying causes, this study analyzes survey data from 301 farmers in Wuchang City and uses mean difference significance tests and Logistic and Tobit regression models to explore the factors influencing farmers’ adoption of e-commerce for agricultural products. The results demonstrate that gender and the number of household members involved in agricultural labor significantly influence the adoption decision and the extent of adoption. There is a significant difference in the adoption of decisions among ages. Subjective willingness and policy perception positively and significantly influence the adoption decision. Risk perception significantly and negatively impacts the extent of adoption. Infrastructure exerts a significant and negative influence on the adoption decision but a significant and positive influence on the extent of adoption. Based on these findings, this study suggests localized reforms, enhanced e-commerce promotion, and differentiated training to boost farmers’ adoption, promoting sustainable development of the agricultural e-commerce economy.