Online shopping for items needed for agricultural production has become a new agricultural business model, and the development of this model has been influenced by the attitude of rural households towards online shopping. Little literature has studied deeply and systematically rural households' attitudes towards shopping online of agricultural means of production. This paper analyzes rural households' attitudes towards shopping online of agricultural means of production and the influencing factors. This paper analyzes rural households' attitudes towards shopping online of agricultural means of production and causes of formation based on the investigation data of 312 It probes into individual characteristics of respondents, the household It probes into individual characteristics of respondents, the household business characteristics, knowledge of shopping online and the relationship between the cognition of way of shopping online of agricultural means of production and attitude towards shopping online of agricultural means of production. This study finds that some rural households have accepted shopping online of agricultural means of production. However, majority of rural households don't have shopping online willingness. The gender, education level, household planting scale, shopping online knowledge and way of cognition of the gender, education level, household planting scale, shopping online knowledge and way of cognition of respondents have a significant impact on rural households' willingness of shopping online of agricultural means of production. with people who don't want to shop online, people willing to shop online are those that are mainly men, with a higher educational level, a larger household planting scale, a lower cost larger household plant scale, a lower cost per unit area of the annual agricultural purchase, more communication of shopping online experience with their children and a better understanding of shopping.

Gaixian Chai. Analysis of Farmers' Characteristics under the Attitude of Online Purchase of Agricultural Inputs—An Empirical Study Based on 312 Households in Shandong and Anhui Provinces. Academic Journal of Business & Management (2023) Vol. 5, Issue 10: 130-139. https://doi.org/10.25236/AJBM.2023.051020.

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