电子商务视阈下的农户诚信经营意识:强化还是弱化?——来自江苏沭阳的证据

Does E-commerce Strengthen or Weaken Farmers' Consciousness of Integrity Operation? ——Evidence from Shuyang County, Jiangsu Province

在中国,已有大量农户借助电商平台参与网络营销。平台企业构建了一套制度体系确保网络交易的顺利开展。与此同时,网络假货问题成为社会热点。一个有趣的问题是,电子商务的发展究竟是强化还是弱化了农户的诚信经营意识?理论上讲,平台型电子商务既存在强化经营者诚信经营意识的正向机制,也存在弱化经营者诚信经营意识的负向机制,前者源自消费者维权机制以及卖家行为管制的制度设计,后者源自平台型电子商务一定程度上为售假提供了便利渠道。文章基于江苏省沭阳县954个农户的调查数据,采用倾向得分匹配法进行实证检验,结果显示,电子商务采纳对农户诚信经营意识有着显著的积极影响,不同角度所进行的稳健性检验也都得到一致的结论。研究还发现,电子商务采纳对受教育程度较低、品牌化意识较弱以及网店经营期限较长的农户的诚信经营意识具有更强的促进效应。

In China, a number of rural households have participated in e-marketing on e-commerce platforms. The platform enterprises have built a set of institutional systems to ensure the trading activities online successfully. In the meanwhile, the problem of online fake goods has become a hot issue in society. An interesting question is whether the development of e-commerce has strengthened or weakened the farmers consciousness of integrity operation. Theoretically, platform-based e-commerce affects the consciousness of integrity operation in both a positive way and a negative way. The former is derived from the consumer right protection mechanism and seller behavior control system, while the latter is because the platform-based e-commerce to some extent provides a convenient channel for the sale of fake goods. The researchers conducted an empirical study by using propensity score matched with the data collected from 954 rural households in Shuyang County, Jiangsu Province. The result shows that e-commerce adoption exerts a significant positive influence on farmers consciousness of integrity operation and the robustness checks lead to the same conclusion. It also reveals that for those farmers who have lower-level education, weaker branding awareness as well as longer e-shop running experience, e-commerce adoption has a stronger effect on their integrity operation sense.