| 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。 |
| 关键词: 农产品电商 采纳行为 农民增收 创业返乡 Logit-ISM模型 |
| DOI： |
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| Research on the Influencing Factors of Farmers’ Adopting Agricultural Products E-commerce: Based on the Logit-ISM model |
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SONG Ying, WU Wen-yu
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Research Center for Economy of Upper Reaches of the Yangtse River, Chongqing Technology and Business University, Chongqing 400067, China
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| Abstract: |
| 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. |
| Key words: e-commerce of agricultural products adoption behavior increasing farmers’ income returning home for entrepreneurship Logit ISM model |
