社会信任对农户合作参与电商经营的影响
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摘要
为探究社会信任对农户合作参与电商经营行为的影响,基于山东省平邑县和湖北省麻城市电商发展情况实地调研数据,采用个人层面的Binary Logistic模型从社会信任角度对农户合作参与电商经营行为进行实证研究,揭示其内在联系。结果表明:1)人际信任、制度信任、性别、文化程度、家庭耕地面积、家庭年收入、劳动人数占比、所在村庄是否有村级信息服务站等因素均对农户合作参与电商经营的行为决策有显著影响;2)信任程度越高,农户合作参与电商经营的可能性越大;3)制度信任比人际信任对农户决策影响程度更大一些,在经济发展相对落后的贫困地区,制度信任的作用尤为重要;4)基层信任及其治理在电商发展方面的作用未发挥到极致。并依据此实证分析结论,从充分利用人际信任、构建并培育制度信任等方面提出促进农户积极合作参与电商经营的建议。
In order to explore the influence of social trust on the cooperative participation of farmers in business operation,based on the field survey data of Pingyi County Shandong Province and Macheng City of Hubei Province,using the Binary Logistic model at the personal level,an empirical study is conducted from the perspective of social trust,and its internal connection is revealed.The results show that:Interpersonal trust,institutional trust,gender,cultural degree,family arable land,family income,labor force ratio,and village level information service stations in the village have significant influence on the behavior decision of farmers' cooperative participation in business operation;The higher the degree of trust,the greater the possibility that the farmers' cooperation in the business of the electric business is higher;Institutional trust has a greater impact on Farmers' decision-making than interpersonal trust,in the povertystricken areas where economic development is relatively backward,the role of institutional trust is particularly important;The role of trust and governance at the grass-roots level in the development of e-commerce has not reached the extreme.Based on the empirical analysis,suggestions for promoting farmers' active cooperation and participating in the operation of e-commerce are put forwarded from the aspects of making full use of interpersonal trust,building and cultivating institutional trust.
In order to explore the influence of social trust on the cooperative participation of farmers in business operation,based on the field survey data of Pingyi County Shandong Province and Macheng City of Hubei Province,using the Binary Logistic model at the personal level,an empirical study is conducted from the perspective of social trust,and its internal connection is revealed.The results show that:Interpersonal trust,institutional trust,gender,cultural degree,family arable land,family income,labor force ratio,and village level information service stations in the village have significant influence on the behavior decision of farmers' cooperative participation in business operation;The higher the degree of trust,the greater the possibility that the farmers' cooperation in the business of the electric business is higher;Institutional trust has a greater impact on Farmers' decision-making than interpersonal trust,in the povertystricken areas where economic development is relatively backward,the role of institutional trust is particularly important;The role of trust and governance at the grass-roots level in the development of e-commerce has not reached the extreme.Based on the empirical analysis,suggestions for promoting farmers' active cooperation and participating in the operation of e-commerce are put forwarded from the aspects of making full use of interpersonal trust,building and cultivating institutional trust.
引文
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[18]陈益芳,陈晓曼,谭银清.连片特困地区农户扶贫参与意愿及其影响因素研究:基于武陵山区贫困农户样本数据[J].西北人口,2017,38(3):38-44Chen Y F,Chen X M,Tan Y Q.Analysis on the change of fertility intention after the adjustment of birth control policies:Based on the 2015fertility intention tracking survey[J].Northwest Population,2017,38(3):38-44(in Chinese)
[19]马泽波.农户禀赋、区域环境与电商扶贫参与意愿:基于边疆民族地区630个农民的问卷调查[J].中国流通经济,2017,31(5):47-54Ma Z P.Farmers’endowment,regional environment and the willingness to participate in e-commerce poverty alleviation:Based on the empirical analysis of 630farmers in frontier minority areas[J].China Business And Market,2017,31(5):47-54(in Chinese)
[20]苗珊珊.社会资本多维异质性视角下农户小型水利设施合作参与行为研究[J].中国人口·资源与环境,2014,24(12):46-54Miao S S.Farmers’small-scale irrigation facilities participative behavior under multi-dimensional social capital perspective[J].China Population·Resources and Environment,2014,24(12):46-54(in Chinese)
[21]杨阳,周玉玺,周霞.差序氛围、组织支持与农户合作意愿:基于小型农田水利建管护的调查[J].南京农业大学学报:社会科学版,2015,15(4):87-97,134Yang Y,Zhou Y X,Zhou X.Differential atmosphere,organizational supportand willingness of farmers’cooperation:A survey based on construction,administration and maintenance of small scale conservancy facilities[J].Journal of Nanjing Agricultural University:Social Sciences Edition,2015,15(4):87-97,134(in Chinese)
[22]杨丹.农业分工和专业化能否引致农户的合作行为:基于西部5省20县农户数据的实证分析[J].农业技术经济,2012(8):56-64Yang D.Can agricultural division and specialization lead to cooperative behavior of farmers:Based on the data of farmers in 20counties of 5provinces in Western China[J].Journal of Agrotechnical Economics,2012(8):56-64(in Chinese)
[23]Fechner G T.Elementeder Psychophysik[M].Leipzig:Breitkopf and Hartel,1860
[24]李子奈,潘文卿.计量经济学[M].第3版.北京:高等教育出版社,2010Li Z N,Pan W Q.Econometrics[M].3rd ed.Beijing:Higher Education Press,2010(in Chinese)
[25]汪汇,陈钊,陆铭.户籍、社会分割与信任:来自上海的经验研究[J].世界经济,2009,32(10):81-96Wang H,Chen D,Lu M.Household registration,social segmentation and trust:An empirical study from Shanghai[J].the Journal of World Economy,2009,32(10):81-96(in Chinese)
[26]罗必良.现代农业发展理论[M].北京:中国农业出版社,2009Luo B L.The Theory of Modern Agricultural Development[M].Beijing:China Agriculture Press,2009(in Chinese)
[27]Wollebaek D,Lundasen S W,Tragaardh L.Three forms of interpersonal trust:Evidence from Swedish municipalities[J].Scandinavian Political Studies,2012(35):319-346
[28]赵瑞政.农村干群信任关系发展机制研究[J].黑龙江社会科学,2004(4):102-106Zhao R Z.Research on the development mechanism of rural cadres’trust relationship[J].Heilongjiang Social Sciences,2004(4):102-106(in Chinese)
[29]侯志阳.政府信任与新型农村养老保险中的农户参保行为研究[J].东南学术,2015(2):157-165Hou Z Y.Government trust and farmers’participation behavior in the new rural endowment insurance[J].Southeast Science,2015(2):157-165(in Chinese)
[30]陈强.高级计量经济学及Stata应用[M].北京:高等教育出版社,2014Chen Q.Advanced Econometrics and Stata Application[M].Beijing:Higher Education Press,2014(in Chinese)
[2]Anderson J C,Narus J A.A model of distributor firm and manufacturer firm working partnerships[J].Journal of Marketing.1990,54(1):42-58
[3]Anderson L R,Mellor J M,Milyo J.Social capital and contributions in a public goods experiment[J].American Economic Review Papers and Proceedings,2014,94(2):373-376
[4]Fukuyama F.Trust:The Social Virtues and the Creation of Prosperity[M].New York:The Free Press,1995
[5]Putnam R D.Making Democracy Work:Civic Traditions in Modern Italy[M].Princeton:Princeton University Press,1993
[6]Coleman J.Social capital in the creation of human capital[J].American Journal of Sociology,1988(94):95-120
[7]刘彬彬,陆迁.农村社区小型水利设施合作供给意愿及其影响因素分析:以陕西省泾阳县为例[J].资源科学,2013,35(6):1159-1166Liu B B,Lu Q.Farmer willingness for small-scale irrigation facilities in Jingyang County[J].Resources Science,2013,35(6):1159-1166(in Chinese)
[8]Luhmann N.Trust And Power[M].New York:John Wiley and Sons,1979
[9]张苙芸,谭康荣.制度信任的趋势与结构:“多重等级评量”的分析策略[J].台湾社会学刊,2005(35):75-126Zhang L Y,Tan K R.The trend and structure of institutional trust:the analysis strategy of“multiple level evaluation”[J].Taiwan Social Journal,2005(35):75-126(in Chinese)
[10]邹宇春,敖丹,李建栋.中国城市居民的信任格局及社会资本影响:以广州为例[J].中国社会科学,2012(5):131-148,207Zou Y C,Ao D,Li J D.Trust pattern of urban Chinese citizen and the impact of social capital:A case study of Guangzhou City[J].China Social Science,2012(5):131-148,207(in Chinese)
[11]汪建,庄天慧.贫困地区社会资本对农户新技术采纳意愿的影响分析:基于四川16村301户农户的调查[J].农村经济,2015(4):69-74Wang J,Zhuang T H.Impact of social capital on farmers’willingness to adopt new technologies in poor areas:Based on the survey of 301households in 16villages in Sichuan[J].Rural economy,2015(4):69-74(in Chinese)
[12]郭红东,蒋文华.影响农户参与专业合作经济组织行为的因素分析:基于对浙江省农户的实证研究[J].中国农村经济,2004(5):10-16,30Guo H D,Jiang W H.Analysis of factors affecting farmers’participation in professional cooperative economic organizations:Empirical study on farmers in Zhejiang[J].Chinese Rural Economy,2004(5):10-16,30(in Chinese)
[13]胡克敏,冷小黑.农产品营销合作中农户履约行为影响因素的理论分析[J].农村经济,2007(10):30-33Hu K M,Leng X H.Theoretical analysis on influencing factors of farmers’performance in agricultural product marketing cooperation[J].Rural economy,2007(10):30-33(in Chinese)
[14]赵雪雁.社会资本测量研究综述[J].中国人口·资源与环境,2012,22(7):127-133Zhao X Y.Review of social capital measurement[J].China Population·Resources and Environment,2012,22(7):127-133(in Chinese)
[15]周磊.农户参与农村合作经济组织的意愿和行为分析[D].武汉:华中农业大学,2012Zhou L.Analysis of farmers’willingness and behavior to participate in rural cooperative economic organizations[D].Wuhan:Huazhong Agricultural University,2012(in Chinese)
[16]张娜,王晶晶.农户参与专业合作经济组织行为的影响因素分析[J].统计与决策,2010(5):88-90Zhang N,Wang J J.Analysis of factors affecting farmers’participation in professional cooperative economic organizations[J].Statistics and Decision,2010(5):88-90(in Chinese)
[17]李连英,郑鹏.蔬菜营销渠道合作博弈研究:基于批发商和零售商视角[J].农业技术经济,2012(7):77-86Li L Y,Zheng P.Research on cooperative game of vegetable marketing channel:Based on wholesalers and retailers perspective[J].Journal of Agrotechnical Economics,2012(7):77-86(in Chinese)
[18]陈益芳,陈晓曼,谭银清.连片特困地区农户扶贫参与意愿及其影响因素研究:基于武陵山区贫困农户样本数据[J].西北人口,2017,38(3):38-44Chen Y F,Chen X M,Tan Y Q.Analysis on the change of fertility intention after the adjustment of birth control policies:Based on the 2015fertility intention tracking survey[J].Northwest Population,2017,38(3):38-44(in Chinese)
[19]马泽波.农户禀赋、区域环境与电商扶贫参与意愿:基于边疆民族地区630个农民的问卷调查[J].中国流通经济,2017,31(5):47-54Ma Z P.Farmers’endowment,regional environment and the willingness to participate in e-commerce poverty alleviation:Based on the empirical analysis of 630farmers in frontier minority areas[J].China Business And Market,2017,31(5):47-54(in Chinese)
[20]苗珊珊.社会资本多维异质性视角下农户小型水利设施合作参与行为研究[J].中国人口·资源与环境,2014,24(12):46-54Miao S S.Farmers’small-scale irrigation facilities participative behavior under multi-dimensional social capital perspective[J].China Population·Resources and Environment,2014,24(12):46-54(in Chinese)
[21]杨阳,周玉玺,周霞.差序氛围、组织支持与农户合作意愿:基于小型农田水利建管护的调查[J].南京农业大学学报:社会科学版,2015,15(4):87-97,134Yang Y,Zhou Y X,Zhou X.Differential atmosphere,organizational supportand willingness of farmers’cooperation:A survey based on construction,administration and maintenance of small scale conservancy facilities[J].Journal of Nanjing Agricultural University:Social Sciences Edition,2015,15(4):87-97,134(in Chinese)
[22]杨丹.农业分工和专业化能否引致农户的合作行为:基于西部5省20县农户数据的实证分析[J].农业技术经济,2012(8):56-64Yang D.Can agricultural division and specialization lead to cooperative behavior of farmers:Based on the data of farmers in 20counties of 5provinces in Western China[J].Journal of Agrotechnical Economics,2012(8):56-64(in Chinese)
[23]Fechner G T.Elementeder Psychophysik[M].Leipzig:Breitkopf and Hartel,1860
[24]李子奈,潘文卿.计量经济学[M].第3版.北京:高等教育出版社,2010Li Z N,Pan W Q.Econometrics[M].3rd ed.Beijing:Higher Education Press,2010(in Chinese)
[25]汪汇,陈钊,陆铭.户籍、社会分割与信任:来自上海的经验研究[J].世界经济,2009,32(10):81-96Wang H,Chen D,Lu M.Household registration,social segmentation and trust:An empirical study from Shanghai[J].the Journal of World Economy,2009,32(10):81-96(in Chinese)
[26]罗必良.现代农业发展理论[M].北京:中国农业出版社,2009Luo B L.The Theory of Modern Agricultural Development[M].Beijing:China Agriculture Press,2009(in Chinese)
[27]Wollebaek D,Lundasen S W,Tragaardh L.Three forms of interpersonal trust:Evidence from Swedish municipalities[J].Scandinavian Political Studies,2012(35):319-346
[28]赵瑞政.农村干群信任关系发展机制研究[J].黑龙江社会科学,2004(4):102-106Zhao R Z.Research on the development mechanism of rural cadres’trust relationship[J].Heilongjiang Social Sciences,2004(4):102-106(in Chinese)
[29]侯志阳.政府信任与新型农村养老保险中的农户参保行为研究[J].东南学术,2015(2):157-165Hou Z Y.Government trust and farmers’participation behavior in the new rural endowment insurance[J].Southeast Science,2015(2):157-165(in Chinese)
[30]陈强.高级计量经济学及Stata应用[M].北京:高等教育出版社,2014Chen Q.Advanced Econometrics and Stata Application[M].Beijing:Higher Education Press,2014(in Chinese)