"The 14th Five-Year Digital Economy Development Plan" was released, which further deployed the development of digital economy. The digital economy has released strong vitality, and the development of rural e-commerce has ushered in new opportunities. Therefore, from the perspective of public participation, combined with the theory of planned behavior, this paper explores the influencing factors of rural e-commerce public participation willingness in digital economy. Through empirical research, the research hypothesis is tested with the help of structural equation. According to the test results and conclusions, the corresponding countermeasures are put forward to further promote the public participation of rural e-commerce, and help the development of rural e-commerce under the digital economy.

Yang Yang, Zhenghua Zhao, Xiaoyan Zhang. Research on Influencing Factors of Rural E-commerce Public Participation in Digital Economy. Academic Journal of Business & Management (2022) Vol. 4, Issue 14: 18-24. https://doi.org/10.25236/AJBM.2022.041403.

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