LEVERAGING E-COMMERCE FOR TRANSNATIONAL SALES-MARKETING OF RURAL AGRICULTURAL PRODUCTS: THE IMPACT OF DIGITAL PLATFORMS AND CROSS-BORDER LOGISTICS

Abstract

This study examines the influence of digital platform adoption and cross-border logistics integration on transnational sales volume (TSV) within rural agriculture. It seeks to explore how these factors, along with their mediating effects on market accessibility and operational efficiency, affect market performance and sustainability in global agricultural trade. A quantitative research design was adopted, utilising a sample of 340 rural agricultural producers in China. Data were collected through electronically distributed structured questionnaires, focusing on perceptions of digital platform utilisation, logistics integration, and sales volume. Statistical analyses, including correlation analysis and regression modelling using SPSS, were performed to investigate the relationships and mediating effects. The study revealed that both digital platform adoption and logistics integration have a significant positive impact on TSV. Market accessibility and operational efficiency were identified as key mediators in these relationships, underscoring their critical roles in improving market performance for rural agricultural producers. This research provides empirical evidence on the impact of digital platforms and logistics integration on TSV in rural agriculture. It addresses gaps in the existing literature by specifically exploring these relationships and highlights the practical implications for policymakers, agricultural managers, and stakeholders in promoting sustainable economic development and enhancing global market competitiveness within the agricultural sector.