Can fiscal decentralization and farmers' use of internent be the route to the digitalization performance in China? A novel approach towards unlocking the role of online marketing behavior and performance of agricultural products.

It is believed that the respondents' disadvantageous positions and the information asymmetry that exists between them are the bottlenecks that contribute to the stagnation of trades and the poor revenue that respondents receive from agro-products. Digitalization and fiscal decentralization both play an important part in helping to increase the information literacy of respondents who live in rural areas. The purpose of this study is to investigate the theoretical effects that the digital revolution has had on environmental behavior and performance, and it also analyzes the part that digitalization plays in the process of fiscal decentralization. This study investigates the impact that farmers' usage of the Internet has on their information literacy, online sales behavior, and online sales performance using research data collected from 1338 farmers in China primarily produce pears. Primary data was collected and utilized to develop a structural equation model, using the partial least squares (PLS) and bootstrapping methods; according to the findings, the use of the Internet by farmers has a significant positive effect on the improvement of their information literacy, and it will promote their online sales of pear through the improvement of their information literacy. The results show that the use of the Internet by farmers will improve the online sales performance of pear due to the improvement of farmers' information literacy.
(© 2023. The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature.)