At present, China is in a new stage of development, and agricultural e-commerce has become an important starting point to realize the rural revitalization strategy. As an indispensable market subject of agricultural e-commerce ecosystem, it is particularly critical to analyze the impact factors of farmers' participation in the development of agricultural e-commerce. The purpose of this study is to study the key influence factors of farmers 'participation in the development of e-commerce, understand farmers' perception of online sales of agricultural products, and analyze the positive and negative factors of farmers' participation in the development of e-commerce. This paper collected data by interviewing three farmers in three different villages in the Qinling Mountains of China. ATLAS. ti software performed the analysis. The research results show that the effective participation of farmers in the development of e-commerce depends not only on the influence of a certain factor, but on the influence of a combination of multiple factors, that is, family income increase and government services are positive factors, and development opportunities and comprehensive e-commerce services are negative factors. Through analysis, we found that the following countermeasures and suggestions were proposed for farmers participating in agricultural products e-commerce to help rural revitalization. First, we need to improve rural human capital, second, we will support the diversified construction of e-commerce service stations and the optimization and upgrading of service functions, accelerate the formation of a modern agricultural products circulation system, and fourth, strengthen the construction and integrated application of new infrastructure. Due to limited collection time, the regional distribution of samples in this study was concentrated and the number of respondents was small. The sample size cannot not represent all Chinese farmers participating in e-commerce.

Xinxiang Gao. Qualitative Analysis of the Key Influencing Factors of Farmers Participate in Agricultural Products E-Commerce to Help Rural Revitalization. Academic Journal of Business & Management (2022) Vol. 4, Issue 17: 121-130. https://doi.org/10.25236/AJBM.2022.041716.

[1] Yong, N.and Hongbin, Y. (2020), Chinese leader in Jinmi Village live broadcast platform we talk out of poverty. http: //politics.people.com.cn /n1/2020/0421/c1024- 31681753.html.

[2] Tianshi, H.and Tiexin, F. (2005), China's agricultural products e-commerce development points. Issues in Agricultural Economy, No.5, 23-27.

[3] Kanyu, Z. Xianguo, L, Xinsheng, Z. (2018), Problems and countermeasures existing in the construction of the modern circulation system of Agricultural Products in China. Economic Review Journal, No.4, 125-128.

[4] Ernst, S. et al. (2007) Net Gains from'Net Purchases? Farmers’ Preferences for Online and Local Input Purchases. Agricultural and Resource Economics Review, Vo1.36, No.1, 84-94.

[5] Zapata, S.D.et al. (2016), Does E-Commerce Help Farmers’Markets? Measuring the Impact of Market Maker, Journal of Food Distribution Research, Vo1.47, No.2, 1-18.

[6] Xiong, X., Nie, F., Bi, J.and Waqar, M. (2017), The research on the path of poverty alleviation of e-commerce: a case study of jing dong, Journal of Simulation, Vol.5 No.2, 73.

[7] Tingting, F. (2022), Research on the path to guide farmers to actively participate in e-commerce industry under the backgroundof "Internet +" -- a case study of Neihuang County. Journal of Agriculture and Food Science. 2022; 2: (2); 35-38.

[8] Li, L., Du, K., Zhang, W.and Mao, J.Y. (2019), Poverty alleviation through government-led e-commerce development in rural China: an activity theory perspective, Information Systems Journal, Vol. 29, No.4, 914-952.

[9] Xiao, H.and Yuwen, C. (2019), Study on Farmers 'Satisfaction with Professional Cooperatives from the View of Income Difference- -Based on Farmers' Research Data in Jiangsu Province. Research of Agricultural Modernization, No.6, 945-953.

[10] Cao, Z.and Cunmei, M. (2015), An Empirical Study of Cooperative Public Service Satisfaction---Based on the survey evidence of 290 family members. Economist, No.3, 15-22.

[11] Prasertsaeng, P. and Routrary. J.K. (2020) Factors influencing farmers' satisfaction with the activities of horticultural cooperatives in Thailand. International Journal of Value Chain Management, Vol.11, No.1.

[12] Rosyad, A.and Satriani, R, Astuti, T.Y. (2019), Farmer satisfaction to dairy cattle cooperative business in Banyumas District. IOP Conference Series: Earth and Environmental Science, Vol.250, No.1.

[13] Rohani, S.and Aminawar, M. (2019), Farmers satisfaction level on broiler partnership system in Tompobulu District, Maros Regency, South Sulawesi Province, Indonesia. IOP Conference Series: Earth and Environmental Science, Vol.247, No.1, 012057.

[14] Davoud, R.Masoud, Y.Bakhshi, J.A. (2021), Evaluating micro-irrigation system performance through assessment of farmers' satisfaction: implications for adoption, longevity, and water use efficiency. Agricultural Water Management, Vol. 246.

[15] Saralopus, S.and Mccord, P. (2017), Drivers of farmer satisfaction with small-scale irrigation systems. Applied Geography, Vol. 89, 77-86.

[16] Junhui, C.and Degui, H. (2017), Analysis of farmers' satisfaction and influencing factors of targeted poverty alleviation policies.Journal of Northwest A&F University (Social Science Edition), No.4, 16-23.

[17] Xiaofei, Z.and Congguan, L. (2012), Change of agricultural products circulation channels: the law of evolution, dynamic mechanism and development trend.Management World, No.3, 81-95.

[18] Junbo, H. (2011), Research on the Development Mode of E-commerce of Agricultural Products: a Model Concept.Rural Economy, No.11, 111-113.