Exploration of the Influencing Factors of Farmers' Willingness and Behavior in New Media Marketing under the Background of 'Digital Commerce and Rural Development'

Under the background of “Digital Commerce and Rural Development”, utilizing new media for marketing has become the main way to expand the sales of agricultural products.This paper takes farmer survey data as a sample, based on the theory of planned behavior, explores the influencing factors of the “Digital Commerce and Rural Development” policy, and establishes a model of the influencing factors of farmer’ new media marketing willingness and behavior in the new media environment.Research has found that subjective norms have become the most important factor influencing farmers’ attitudes towards using new media for marketing agricultural products. The policy of Digital Commerce and Rural Development’ has become the most important factor affecting farmers’ intention to use new media for marketing agricultural products. Perceived behavioral control does not have a significant impact on farmers’ attitudes and intentions towards using new media for marketing agricultural products.From the aspects of strengthening the concept of new media marketing, carrying out training of new media marketing, building a public service support system, and cultivating and introducing professional and technical personnel, this paper provides policy suggestions for enhancing farmers’ willingness to carry out new media marketing.