ANALYSIS ON E-COMMERCE TRANSACTION COSTS OF AGRICULTURAL PRODUCTS

The trade of agricultural products exist many problems, such as high transaction costs, low transaction efficiency, too many links in circulation in China. E-commerce as a new form of trade is changing the agricultural production, operation and management activities. Transaction cost is a key factor in the rapid development of agricultural products e-commerce trading. From the e-commerce perspective, the paper researches on transaction cost, and make a comparison of transaction cost between e-commerce and traditional mode. The mathematical analysis results suggest the e-commerce mode of transaction chain for agricultural products has been greatly optimized, and transaction costs of agricultural products in e-commerce mode is lower than in transitional mode. Meanwhile, the agricultural enterprises need make good use of system innovation and the establishment of automated compliance mechanisms, and strengthen logistics information systems to further reduce transaction costs of agricultural product in e-commerce.