Willingness of Agricultural Workers to Conduct E-commerce of Agricultural Products Based on GEM Model

At present, the development of e-commerce is slow for agricultural products in China. Taking agricultural workers as the research object, this paper analyzed factors influencing the implementation of e-commerce of agricultural products. Besides, from the enterprise status, market conditions, and groundings, with the aid of the GEM (Groundings-Enterprises- Markets) model, it evaluated the factors influencing the development of e-commerce of agricultural products. Then, using SPSS software, it analyzed factors and came up with improvement recommendations. The results show that 59% of the respondents are willing to conduct e-commerce, and the status of the enterprises, market conditions and groundings are main factors influencing the implementation of e-commerce of agricultural products. Therefore, it is required to increase industrial concentration, promote cooperation between small and medium-sized enterprises (SMEs), and strengthen infrastructure construction, so as to promote the development of e-commerce of agricultural products