合作社资源基础及其参与电商模式的意愿研究——基于浙江省118家农民专业合作社

Cooperatives' Resource Base and Willingness to Participate in E-commerce Mode:Based on 118 Cooperatives in Zhejiang Province

农民专业合作社作为一种有效的生产经营关系,在"互联网+"的新环境下,参与电子商务成为农民专业合作社转型升级的必然途径。基于资源基础理论,首先从理论上对影响农民专业合作社电商模式发展的因素进行分析,然后对浙江省118家农民专业合作社的调研结果进行了Logistic回归的实证分析。实证结果表明:人力资源因素对农民专业合作社参与电商意愿的影响更加显著,通过加大合作社发展的资金投入力度、组织合作社进行适度规模经营、提高合作社成员技术水平和建立合作社发展经验交流平台等措施,均有助于农民专业合作社电子商务业务的开展。此外,Logistic分析结果也为"互联网+"环境下更好地实现合作社有效参与电商运营,继而维持其更加健康的发展提供了针对性的改进意见。

Farmers＇ professional cooperative is an effective relationship between production and operation, its external development environment is improving, and its participation in e-commerce has become a necessary way of self-transformation and upgrading. Based on investigation of farmers＇ professional cooperatives in Zhejiang Province, this paper used binary logistic model to build a structural equation model, and analyzed the influence factors of the cooperatives＇ e-commerce development. The results showed that human resource is the main factor affecting the willingness of farmers＇ professional cooperatives to participate in e-commerce. The e-commerce of farmers＇ professional cooperatives could be enhanced by measures such as increasing capital investment, moderate scale operation, upgrading the technical training level of the cooperative members and establishing a platform for experience exchange. In addition, this paper also provided suggestions on the effective participation of farmers＇ professional cooperatives in e-commerce and the sustainable development of this business mode.