农民参与农产品电商营销的行为分析——基于广东省农业乡镇的实证调查
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摘要
基于广东省四地14个乡镇的调查,通过构建二元Logistic模型和Ordered Probit模型,试图从理论和数据层面研究影响农民参与电商营销行为的因素。研究发现:在认知和态度方面,对电商政策的了解程度越高,参与电商营销的第一性目的以经济因素为主的农民越倾向于参与电商营销;在个体特征方面,受教育程度对农民参与意愿具有显著影响,并呈现以"青年创业、村干部政策引导"为主的核心人群;在资源禀赋方面,种地规模越大,主要收入来源以农业为主的农户表现出更强烈的参与意愿;在社会支持条件方面,参与电商营销的农民往往受到政策支持、本地是否成立协会或合作社、和受本地经济能人的显著影响。而年龄对农民参与意愿呈现负向相关,在农业劳动力充足的情况下,中老年农民只有具有较高层次的生活需求,参与意愿才会随之提升。
Based on the investigation of four villages and towns in Guangdong Province,this paper tried to study the factors that influence farmers' marketing behavior at the theoretical and data level by constructing Binary Logistic Model and Probit Ordered Model.The study found that in terms of cognition and attitude,the more farmers understand about e-commerce,the more willing they will be to participate in its marketing as economy is the primary purpose for their participation;Individually,education has a significant effect on farmers' willingness to participate,the core group being youth entrepreneurs guided by village cadres with the support of relevant policies;Regarding resource endowment,the larger the farming scale is,the more willing a farmer is to participate in terms of social support conditions,farmers tend to be affected by policy support,local economic hotshots and whether local associations or cooperatives are established.However,age is negatively related to farmers' willingness to participate as the elderly farmers will become willing to be involved only when they have a demand for better life.
Based on the investigation of four villages and towns in Guangdong Province,this paper tried to study the factors that influence farmers' marketing behavior at the theoretical and data level by constructing Binary Logistic Model and Probit Ordered Model.The study found that in terms of cognition and attitude,the more farmers understand about e-commerce,the more willing they will be to participate in its marketing as economy is the primary purpose for their participation;Individually,education has a significant effect on farmers' willingness to participate,the core group being youth entrepreneurs guided by village cadres with the support of relevant policies;Regarding resource endowment,the larger the farming scale is,the more willing a farmer is to participate in terms of social support conditions,farmers tend to be affected by policy support,local economic hotshots and whether local associations or cooperatives are established.However,age is negatively related to farmers' willingness to participate as the elderly farmers will become willing to be involved only when they have a demand for better life.
引文
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[25]杨静,刘培刚,王志成.新农村建设中农业电子商务模式创新研究[J].中国科技论坛,2008(8):117-121.
[26]王晓红.以电子商务建构新型农村流通网络[J].农村经济,2016(9):125-129.
[2]冯月根.费孝通江村调查纪事[J].乡村规划建设,2015(3):1-10.
[3]周振.农民经济行为与文化解释[J].学术探索,2013(10):112-115.
[4]束丽莉.我国农村小额贷款公司外部监管研究[D].南京:南京农业大学,2011:36.
[5]林家宝,万俊毅,鲁耀斌.生鲜农产品电子商务消费者信任影响因素分析:以水果为例[J].商业经济与管理,2015(5):5-15.
[6]ROGHANIZAD M M,NEUFELD D J.Intuition risk and the formation of online trust[J].Computers in Human Behavior,2015(50):489-498.
[7]QU W G,PINSONNEAULT A,TOMIUK D,et al.The impacts of social trust on open and closed B2B e-commerce:A Europebased study[J].Information&Management,2015,52(2):151-159.
[8]韩斌.电子商务环境下企业供应链管理模式研究[D].哈尔滨:哈尔滨工程大学,2003:46.
[9]刘助忠,龚荷英.“互联网+”时代农产品供应链演化新趋势--基于“云”的农产品供应链运作新模式[J].中国流通经济,2015(9):91-97.
[10]SANSONE B,MORF C,PANTER A.The sage handbook of methods in social psychology,thousand oaks[M].CA:SAGEPublications,2003:25-56.
[11]徐安琪.中国女性的家庭地位和生活质量:来自实证研究的报告[J].妇女研究论丛,2000(3):29-30.
[12]张嘉欣,千庆兰,陈颖彪,等.空间生产视角下广州里仁洞“淘宝村”的空间变迁[J].经济地理,2016(1):120-126.
[13]曾亿武,万粒,郭红东.农业电子商务国内外研究现状与展望[J].中国农村观察,2016(3):82-93,97.
[14]易法敏.农业企业电子商务应用的影响因素研究[J].科研管理,2009(3):180-186.
[15]储新民,李琪.发展我国农业电子商务:制度重于技术--基于国内研究文献的述评与思考[J].情报杂志,2009,28(8):5-9.
[16]张晓燕.美日两国农业电子商务发展的经验与启示[J].经济纵横,2011(9):106-109.
[17]张胜军,路征,邓翔.我国农产品电子商务平台建设的评价及建议[J].农村经济,2011(10):103-106.
[18]黄世祥,王丘.论农业企业应对电子商务的策略[J].数量经济技术经济研究,2000(12):60-62.
[19]谭艺平.湖南农村农业信息化“分区建设”路径探析[J].经济地理,2013(1):155-159.
[20]李安渝,杨兴寿.信息化背景下精准农业发展研究[J].宏观经济管理,2013(4):40-41.
[21]单玉丽.台湾农业的信息化管理及启示[J].农业经济问题,2010(1):18-22.
[22]郭承龙.农村电子商务模式探析--基于淘宝村的调研[J].经济体制改革,2015(5):110-115.
[23]郑英隆,潘伟杰.农村电子商务发展与村民信息消费成长效应[J].福建论坛(人文社会科学版),2015(11):25-30.
[24]黄祖辉,张静,KEVIN CHEN.交易费用与农户契约选择--来自浙冀两省15县30个村梨农调查的经验证据[J].管理世界,2008(9):76-81.
[25]杨静,刘培刚,王志成.新农村建设中农业电子商务模式创新研究[J].中国科技论坛,2008(8):117-121.
[26]王晓红.以电子商务建构新型农村流通网络[J].农村经济,2016(9):125-129.