福建省农产品电商企业发展的影响因素分析

Factors Affecting Development of Agricultural E-Commerce in Fujian

在实地调研基础上,把农产品电子商务的影响因素归纳为技术因素、企业因素、产品因素、外部因素等4类因素,并从中筛选出11个变量;选取福建省126个农产品电商经营者为样本,对样本数据进行信度检验,利用logistic模型进行实证检验。结果表明,信息化基础、质量监督、品牌、标准化程度、消费者认知、政策支持、基础设施、人力资源等指标对农产品电商发展有显著影响。最后,提出促进农产品电商发展的政策建议。

Development of agricultural e-commerce relies on the product attributes to a greater extent than other market segments.Based on results from previous reports and current field survey,the author categorized the factors affecting the development in the aspects of technic,business,product and external elements,and proposed 11 variables that might steer the movements of the industry.Data and information on 126 selected enterprises in Fujian were firstly verified for reliability,and then,fitted to a logistic model for an analysis.The results indicated that the informatization,quality assurance,brand recognition,standardization,consumer awareness,public policy,infrastructure,and human resources exerted significant impacts on the development.Accordingly,suggestions for promoting the agricultural e-commerce are presented.