Abstract: Poverty alleviation in rural areas is an important content of rural revitalization strategy.Under the guidance and support of the national poverty alleviation policy,the “agriculture+finance+e-commerce” model launched by Qianshan city has achieved good poverty alleviation effects, and the research on its specific impact factors is of far-reaching significance. Based on the field survey data of Qianshan city,this study analyzed the poverty alleviation effect of “agriculture + finance + e-commerce” in Qianshan city, and focused on the qualitative analysis and empirical test of the factors affecting the poverty alleviation effect of this model. It is found that the poverty alleviation effect of “agriculture+finance+e-commerce” in the rural areas of Qianshan city is jointly affected by a variety of factors, such as farmers’ personal characteristics,policy characteristics, financial and e-commerce enterprise characteristics, among which farmers’ personal characteristics represented by traditional ideas and education have the most greatest impact,and factors such as the utilization efficiency of poverty alleviation funds, the symmetry of credit information, the choice of commercial bank credit, and the amount of agricultural insurance purchased by farmers in the characteristics of policies and financial and e-commerce enterprises are also more significant. The influence of other factors is relatively weak.

Key words: rural poverty alleviation, “agriculture + finance + e-commerce” model, rural revitalization, Qianshan city