T and village policy support atmosphere had significant constructive effects on ecommerce sales behavior. Having said that, the village industrial development environment did not have important effects on ecommerce sales behavior. Interestingly, the capital Tilpisertib supplier endowment was not an necessary issue affecting farmers’ willingness to sell ecommerce, nevertheless it limits farmers’ ecommerce promoting behavior. The capital endowment was identified to considerably have an effect on both ecommerce promoting willingness and ecommerce selling behavior, and human capital substantially impacts ecommerce promoting willingness. Even so, economic capital, social capital, and data capital were not located to drastically have an effect on willingness to participate in ecommerce promoting, however they all had a important effect on ecommerce promoting behavior. The village atmosphere and capital endowment substantially affected largescale and smallscale farmers’ willingness to sellAgriculture 2021, 11,16 ofand ecommerce promoting behavior. Nevertheless, the aspects constraining farmers’ willingness to sell and ecommerce promoting behavior of distinct sizes differ. Based around the above findings, the study proposes the following policy recommendations: Initially, we really should spend attention for the internalization function in the village atmosphere on the influence of farmers’ ecommerce sales, and strengthen and enhance the village atmosphere building. Investment in transportation, communication, and also other infrastructure and extra logistics websites must be improved. Buclizine Autophagy Crucial focuses ought to be on improving external situations that restrict the sale of agricultural goods and advertising the transformation from farmers’ use in the conventional sales model for the use of the ecommerce sales model. The promotion of market specialization along with the “one village, one product” should really concentrate on the major function of cooperatives along with other social organizations. Governments need to deliver full support to farmers to guide the part of ecommerce sales and actively promote ecommerce instruction. They need to also impose new policies to decrease the price of access to information and facts for farmers, farmers’ ecommerce sales inputs, uncertainty and danger of farmers’ sales, and strengthen the ecommerce subsidy mechanism. Second, farmers’ capital endowment heterogeneity need to be recognized, along with a differentiated incentive mechanism wants to become established to improve farmers’ ecommerce sales behavior. Governments should really increase human capital quality by strengthening agricultural technologies and specialist farmer training. The crucial role of social networks really should also be completely endorsed. A wellstructured details dissemination platform need to be implemented to foster social interaction and experience sharing. The mechanism of farmers’ information and facts access channels ought to be broadened to decrease farmers’ facts collection costs. Third, the promotion of largescale operation must be strengthened and smallscale farmers needs to be encouraged to expand the scale of land operation to acquire scale rewards. Extra policy support must be supplied to largescale farmers, human capital investment of farmers with massive planting scales should be strengthened, plus the transformation of marketing and advertising mode of largescale farmers must be promoted. Under the present program, consideration need to also be paid to the cultivation of smallscale farmers’ ecommerce sales possible and also the reduction of capital endowment constraints. Three concerns need to be evaluated by future researchers,.
