Does Cooperative Participation Promote Farmers' E-Commerce Operations: An Empirical Analysis Based on CRRS Data

QIU Hailan; LI Renting; CHEN Jianghua

Volume 40 Issue 4

Jul. 2025

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Article Navigation > Journal of Guangdong University of Finance & Economics > 2025 > 40(4): 112-128

QIU Hailan, LI Renting, CHEN Jianghua. Does Cooperative Participation Promote Farmers' E-Commerce Operations: An Empirical Analysis Based on CRRS Data[J]. Journal of Guangdong University of Finance & Economics, 2025, 40(4): 112-128.

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QIU Hailan, LI Renting, CHEN Jianghua. Does Cooperative Participation Promote Farmers' E-Commerce Operations: An Empirical Analysis Based on CRRS Data[J]. Journal of Guangdong University of Finance & Economics, 2025, 40(4): 112-128.

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Does Cooperative Participation Promote Farmers' E-Commerce Operations: An Empirical Analysis Based on CRRS Data

1.
School of Economics and Management, Jiangxi Agricultural University, Nanchang 330045
2.
College of Humanities and Development Studies, China Agricultural University, Beijing 100193, China

Received Date: 2025-03-11
Available Online: 2025-09-09
Publish Date: 2025-07-28

Abstract

Abstract

As an important organizational model to promote agricultural modernization, farmers' cooperatives have brought new opportunities for the development of rural e-commerce. Based on the data of the 2020 China Rural Revitalization Comprehensive Survey, this paper empirically analyzes the impact and mechanism of cooperative participation on farmers' e-commerce business behavior. The results show that the cooperative participation has a significant role in promoting the e-commerce operation of rural households, and the conclusions are still valid after the robustness test and the endogeneity test. The results of mechanism analysis show that the cooperative participation promotes farmers' e-commerce operations by providing agricultural socialization service and improving farmers' digital capabilities. The results of heterogeneity analysis shows that the cooperative participation could promote the e-commerce operation of rural households with larger management scale of cultivated land in main grain producing areas, and central and western regions. The results of further discussion show that the production and marketing service cooperatives can promote the e-commerce operation of rural households, and the cooperative participation can promote the rural households' e-commerce of primary processed products and platform e-commerce, and the promotion effect on the e-commerce operation of rural households in non-Taobao villages is more obvious. It can be seen that it is necessary to promote the standardized development of cooperatives, improve the service quality of cooperatives, give full play to the leading role of cooperatives, activate the development potential of cooperatives, enhance the ability of small farmers to connect with the e-commerce market, and realize the high-quality development of rural e-commerce.
- farmers' cooperatives,
- cooperative participation,
- rural e-commerce,
- e-commerce operation

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