Answers are grounded in this paper and cite their sources.
The rapid development of information technology has been instrumental in driving the rise of live e-commerce and modernizing rural livelihoods. This study examines the factors influencing farmers’ participation in live e-commerce using survey data from 295 households in Wuchang County, Heilongjiang Province. Ordered logistic models reveal that personal characteristics (age, gender, education, household size and cropland area), infrastructure (broadband access and transportation), cognitive states (individual adaptability and external digital environment), and social environment (community attitudes and promotional advertising) significantly affect farmers’ participation in live e-commerce.
No takes yet. Share an insight, caveat, or question.
Zhang et al. (2025) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: