摘要
农产品电商已成为推进农业产业化、数字化和农民持续增收的新动能,探究电子商务的农户采纳行为影响因素及其逻辑关系,对于提高农户电商采纳,进而促进脱贫攻坚和乡村振兴有机衔接具有重要的现实意义。利用631份西部山区农户问卷调查数据,运用Logit模型探析农户采纳电子商务行为的影响因素,并运用ISM模型解析影响因素之间的内在关联及层次结构。研究结果表明:农户的健康状况、受教育程度、家庭收入水平、收入结构、家人务工状况、地形特征、距乡镇距离、宽带入户等8个因素对农户电子商务采纳具有显著影响。其中,宽带入户是表层直接因素,家庭收入水平是第二层因素,健康状况、收入结构、家人务工状况是第三层因素,而农户受教育程度、地形特征、距乡镇距离则是影响农户采纳的深层根源因素。基于此,提出扶持电子商务在偏远地区的发展、强化教育培训与人才引进、加大新型基础设施建设和融合应用、重视电商服务站建设等政策建议。
Agricultural product e-commerce has become a new kinetic energy to promote the industrialization and digitalization of agriculture and the sustainable increase of farmers’income.Exploring the factors influencing the adoption of e-commerce by farmers and their logical relationship is of great practical significance for improving the adoption of e-commerce by farmers and promoting the organic connection between poverty alleviation and rural revitalization.This paper used data from 631 questionnaire surveys of farmers in the western mountainous regions in China.Firstly,the Logit model was used to determine the influencing factors of rural households’e-commerce behavior,and then the ISM model was used to analyze the relationship and hierarchical structure of each influencing factor.The results of the study show that eight factors,including farmers’health status,education level,household income level,income structure,work status of family members,topographic features,distance from townships,and broadband access,have a significant impact on farmers’e-commerce behavior.Among them,broadband access to households is a direct factor at the surface level,household income level is the factor at the second level,health status,income structure,and work status of family members are the factors at the third level,and the education level of farmers,topographic features and distance from townships are the deep root causes factor.Based on this,policy suggestions including supporting the development of e-commerce in remote areas,strengthening education and training and talent introduction,increasing the construction of new infrastructures and integrated applications,and emphasizing the construction of e-commerce service stations are put forward.
作者
宋瑛
吴文雨
SONG Ying;WU Wen-yu(Research Center for Economy of Upper Reaches of the Yangtse River,Chongqing Technology and Business University,Chongqing 400067,China)
出处
《重庆工商大学学报（社会科学版）》
2023年第6期14-26,共13页
Journal of Chongqing Technology and Business University：Social Science Edition
基金
国家社会科学基金项目(17BJY143)“基于农户福利增长的农产品电子商务发展机制与模式研究”
重庆市教育委员会人文社会科学研究项目(22SKGH191)“数字经济促进农民共同富裕的机制路径研究”
重庆市社科规划项目重大项目(2023ZDLH01)“西部陆海新通道助推重庆对老挝贸易发展研究”
东北财经大学博士后科研资助项目(BSH201711)“基于农户福利增长的农产品电子商务发展机制与模式研究”
国家社会科学基金重大项目(21&ZD120)“双循环新格局下现代流通体系创新及高质量发展路径研究”。
关键词
农产品电商
采纳行为
农民增收
创业返乡
Logit-ISM模型
e-commerce of agricultural products
adoption behavior
increasing farmers’income
returning home for entrepreneurship
Logit-ISM model
