破解贫困地区农村居民互联网购销行为密码——基于22省72县143个村庄2137个农户的调查

Decoding Password for Rural Residents' Online Shopping and Selling Behavior in Poor Areas——Based on Survey of 2 137 Rural Families in 22Provinces

网络购物行为研究中,研究主体多为城市居民或大学生,把农村居民作为研究主体非常罕见。农村居民不仅是消费者,也是生产者。解码贫困地区农村居民网络购物和销售行为,对提升贫困地区农村居民的福利具有重要政策意义。基于一个具有全国代表性的大样本微观调查数据,分析了贫困地区农村居民网络购销现状,运用Heckman两步法研究了贫困地区农村居民网络购销次数的决定因素。研究发现,10.25%的被调查农村居民具有网络自主购物或网络销售的经历,其中,具有网络自主购物行为比例(10.15%)远高于网络自主销售行为比例(0.89%),具有网络代购和代销行为的比例分别为16.05%、0.91%。距最近快递点距离对贫困地区农村居民进行网络自主购销的可能性和次数具有显著负面影响,解决物流服务体系进村"最后一公里"问题有助于促进农村居民的网络购销行为。

Decoding the password for the rural residents’ online shopping and selling behavior in poor areas has important policy implications on enhancing their welfare. This paper uses a large nationally representative sample survey data to analyze the current situation of rural residents’ online shopping and selling behavior in poor areas, and uses Heckman two-step method to study the determinants of the times which the rural residents shopping or selling online. We find that 10.25% of the surveyed rural residents had experienced online shopping or online sales. The proportion of online shopping behavior of rural residents surveyed (10.15%) was much higher than that of online sales (0.89%). The proportion of online purchasing and consignment behavior were 16.05% and 0.91%, respectively. Distance from the delivery point to the rural households has a significant impact on rural residents’ online shopping and selling behavior. Solving logistics service system’s “last mile” problem will promote the rural residents to use internet for shopping and selling.