摘要
为提高农户参与电商直播的积极性,以云南大关县农户为研究对象,采用Logistic回归分析法分析农户参与电商直播的影响因素。通过选取个体及家庭特征、基础设施情况、行为态度、主观规范和感知行为控制5种影响因素的21个变量作为自变量,选取农户不参与、低度参与、中度参与、高度参与4种参与电商直播行为作为因变量,并基于Logistic回归模型和458户参与电商直播的农户数据进行回归分析。实证结果表明,家庭人数、文化程度、交通物流完善程度、学习电商直播知识技能难易程度等11种因素对农户参与电商直播行为具有显著正向影响。其中,农作物种植面积、交通物流完善程度、获得相关部分金融支持难易程度、参与电商直播培训次数对农户参与电商直播行为的影响较大。对农户参与电商直播行为负向影响的因素变量为年龄、家庭经济情况、兼业程度。基于以上结果,提出推进农业产业规模化、加强交通物流基础设施建设、优化融资环境、加大农户电商直播培训力度等措施,促进农村农业的发展。
In order to increase the enthusiasm of farmers to participate in e-commerce livestreaming,farmers in Daguan County of Yunnan province were taken as the research object,and logistic regression analysis method was adopted to analyze the influencing factors of farmers'participation in e-commerce livestreaming.By selecting 21 variables of five influencing factors,namely individual and family characteristics,infrastructure conditions,behavior attitude,subjective norms and cognitive behavioral control,as independent variables,four kinds of participation behaviors of farmers participating in e-commerce livestreaming,namely non participation,low participation,moderate participation and high participation,as dependent variables,and based on the logistic regression model and the data of 458 farmers participating in e-commerce livestreaming,the regression analysis was conducted.The empirical results show that 11 factors,such as family size,education level,perfection of transportation and logistics,and difficulty in learning e-commerce livestreaming knowledge and skills,have a significant positive impact on farmers'participation in e-commerce livestreaming.Among them,the crop plant area,the improvement degree of transportation logistics,the difficulty in obtaining relevant financial support,and the frequency of participating in e-commerce livestreaming training have a greater impact on farmers'participation in e-commerce livestreaming.The factors that negatively affect farmers'participation in e-commerce livestreaming include age,family economy and part-time employment.Based on the above results,measures such as promoting the scale of agricultural industry,strengthening the construction of transportation logistics infrastructure,optimizing the financing environment,and intensifying the training of farmers'ecommerce livestreaming are proposed,so as to better promote the development of rural agriculture.
作者
伍晓龙
李东娅
WU Xiao-long;LI Dong-ya(Sichuan Institute of Industrial Science and Technology,Deyang,Sichuan 618500)
出处
《辽宁农业科学》
2023年第2期42-47,共6页
Liaoning Agricultural Sciences
基金
四川省民办教育协会重点课题(MBXH21ZD14)。
