An Empirical Study on the Willingness to Adopt E-commerce of Agricultural Machinery Parts Operators Under the Background of "Internet +"

: The e-commerce of agricultural machinery components can help the rapid development of the agricultural machinery industry and accelerate the implementation of rural revitalization strategies. The study selected the small and micro enterprises in Pangkou Auto Agricultural Machinery Parts City, Gaotang County, as the research subjects, and conducted an empirical analysis on the adoption willingness of e-commerce operators of agricultural machinery parts in Pangkou Auto Agricultural Machinery Parts City by building an economic model. The results showed that the accuracy of the economic model's prediction reached 76%, and the value of Nagelerke R2 reached 0.580, indicating that the model has a good fitting effect as a whole, it has a good explanatory effect and statistical significance for the dependent variable. The results show that age has become a protective factor for the e-commerce willingness of agricultural machinery component operators, while other factors have a relatively weak effect on the e-commerce operation of hospitals. The research provided a specific explanation of the results and summarized the construction of a complete network system to improve the level of after-sales service; strengthen digital empowering retail and implement an e-commerce+live streaming marketing model; improve e-commerce capabilities and break down barriers to information exchange; strengthen financial policy support and a series of countermeasures to expand the e-commerce operation of agricultural machinery parts.