Ead FemaleHeaded 5 ten ten eight 9 ten 52 52 148 186 89 106 75 656 MaleHeaded 1 4 eight 7 3 7 30 All 53 152 194 96 109 82Source: Author’s calculations applying the survey information.A structured questionnaire and facetoface interviews had been used to receive facts on person characteristics (e.g., age, gender, education amount of the household head), household qualities (e.g., region of farming land, land high quality, kiwi cultivation status, household revenue, etc.), and socioeconomic status (e.g., social capital, social communication, participation in coaching). In distinct, we investigated certain information on farm households’ participation in (±)-Catechin COX ecommerce sales in 2018, such as sales earnings, quantity, and varieties sold. 3.two. Model Choice Farmers’ participation in ecommerce sales behavior may possibly include a binary discrete decision difficulty, which can be usually estimated making use of the Probit model [78]. Farmers’ willingness to participate in ecommerce sales and Anilofos manufacturer currently participated in ecommerce sales behavior will not be independent of every single other, and also the interaction in the two can type 4 combinations: (i) neither willingness to participate nor currently participated in Ecommerce sales behavior, (ii) only willingness to participate, (iii) only already participated in Ecommerce sales behavior, and (iv) both willingness to participate and currently participated in Ecommerce sales behavior. In the following, the 4 combinations happen to be modeled: n y = x x control 1 0 two 2 1 1 1 i y = x x control 2 0 2 two two 1 1 jj =3 i =3 n(1)In Equation (1), y1 , y2 denote the latent variables of farmers’ willingness to take part in ecommerce sales and participation in ecommerce sales behavior respectively, x1 may be the vector of village atmosphere variables, and x2 could be the vector of capital endowment variables. 0 ; 1 ; two ; i ; j all denote the vector of parameters to be estimated. The random perturbation term ( 1 , 2 ) obeys a twodimensional joint standard distribution with mean 0 and variance 1. The correlation coefficient, , amongst the two might be expressed by Equation (2): 1 0 1 =N , (two) 1 0The observable variables y1 and y2 are determined by Equations (three) and (4). y1 =1 i f y1 0 0 0 i f y1 1 i f y2 0 0 i f y2(three)y2 =(4)Here, y1 is farmers’ willingness to participate in ecommerce sales, and y2 is farmers’ participation currently in ecommerce sales behavior. Among them, the applicability of theAgriculture 2021, 11,eight ofmodel is tested. When the original hypothesis is rejected, indicating that farmers’ willingness to participate in ecommerce sales and currently participated in ecommerce sales behavior are associated, it is essential to use the bivariate Probit model. In the event the original hypothesis is accepted, there is certainly no correlation in between farmers’ willingness to take part in ecommerce sales and already participated in ecommerce sales behavior. Hence, it’s unnecessary to make use of a bivariate Probit model, and two separate Probit models really should be selected for evaluation. 3.3. Variable Choice and Descriptive Statistics three.3.1. Explanatory Variables The explanatory variables within this paper are farmers’ willingness to participate in ecommerce sales and currently participated in ecommerce sales behavior. The question that reflects the willingness to take part in ecommerce sales is, “Does your household have the willingness to sell kiwifruit by means of rural ecommerce” If a farmer answered “yes”, the value of 1 was assigned, and if not, the worth of 0 was assigned. Th.