On the Willingness of Fujian Farmers to Sell Agricultural Products by Means of New Media from the Perspective of Rural Revitalization: Analysis Model Design Based on Programmed Grounded Theory

Abstract

In the post-epidemic era, it is difficult for farmers to sell agricultural products offline due to their characteristics, and farmers once again fall into the situation of “difficult sales.” New media marketing of agricultural products, as an emerging form conforming to the trend of the times, not only increases farmers’ income but also promotes industrial integration and development. However, as this model is still in the early stage of development, a large number of farmers are not willing to transform the traditional sales channels into new media marketing for agricultural product sales. In this study, the interview data of 76 new-type professional farmers in Fujian were analyzed by three-level coding based on programmed grounded theory. It is found that core factors, and macro- and microfactors such as farmers’ characteristics and sales situation will affect farmers’ willingness to sell agricultural products through new media. Therefore, this study deeply explores the relationship between farmers’ willingness and various factors and puts forward three suggestions for solving the actual problems of agricultural product sales.

Evaluation, mechanism and policy implications of the symbiotic relationship among rural digitization, agricultural development and farmer enrichment: evidence from digital village pilots in China

“…Wang found that farmers' willingness to adopt and the condition of information infrastructure are key factors influencing the digitization of farmers and agriculture in rural revitalization (Wang and Dong, 2023). Lin and Landmann further studied that farmer are constrained by the effects of poorly matched knowledge structures, leading to low willingness to apply new media to sell agricultural products and use smartphones to access agricultural knowledge (Landmann et al, 2020;Lin et al, 2022). Second, they have analyzed the impact of agricultural policies on rural development and farmers' wellbeing.…”

Research on an innovative design and evaluation method of Chinese tea sets based on GT-AHP-FCE

“…Grounded theory has gradually been used by many scholars in research in various fields. For example, Chao C. et al [9] built an emotional design model for future intelligent products based on grounded theory. Lin L. et al [10] used grounded theory to analyze the factors that affect farmers' willingness to sell agricultural products through new media and combined the analysis results to provide suggestions for solving practical problems in agricultural product sales.…”

“…For example, Chao C. et al [ 9 ] built an emotional design model for future intelligent products based on grounded theory. Lin L. et al [ 10 ] used grounded theory to analyze the factors that affect farmers’ willingness to sell agricultural products through new media and combined the analysis results to provide suggestions for solving practical problems in agricultural product sales. Seesawang J. et al [ 11 ] used grounded theory to develop a theory about the personal risk perception experience of elderly hypertensive male patients in rural Thailand.…”

Research on cultural and creative design method of 2022 World Cup lamps based on AHP-FCE

“…Rooting theory is a more scientific and reasonable qualitative research method, and its advantage lies in the distillation and generalisation of the original data, and then finding the essential problems of the research object. Many scholars have applied rooting theory, including Li Lin [6], who used it to analyse farmers' willingness to sell their produce through new media and propose solutions and strategies, and Goodall K T [7], who used it to study how older people who "age in place" learn about information and digital technology. In addition, the use of semi-structured interviews in Root Theory is free-flowing and openended, and is not influenced by existing perspectives.…”