农户电商渠道选择行为及影响因素研究——基于辽宁省设施草莓产业的调查

Farmers’ E-commerce Channel Choice Behavior and Influencing Factors:Based on Investigation of Facilities Strawberry in Liaoning Province

基于辽宁省设施草莓产业农户的调查数据,分析并构建农户电商渠道选择行为影响因素的分析框架,并利用Tobit模型实证检验农户电商渠道选择行为的影响因素。研究表明,设施草莓农户普遍选择进驻第三方平台电商、开发设计独立网站电商、微信电商和QQ空间电商等4种电商渠道模式。农户禀赋特征的年龄、受教育程度、电商培训和种植规模对电商渠道的选择产生显著影响;对电商的了解程度和关注电商政策程度显著影响农户选择独立网站电商行为;信息搜寻成本和谈判交涉成本显著影响农户选择第三方平台电商和独立网站电商行为;村庄网络状况显著影响农户选择微信电商和QQ空间电商行为;支付安全风险评价显著影响农户选择第三方平台电商和独立网站电商行为。基于此,提出发展农产品电商、实现小农户与现代农业有机衔接的对策建议。

Based on the survey data of farmers in facility strawberry industry in Liaoning Province,the paper analyzed and constructed the framework of factors influencing farmers’ e-commerce channel choice behavior,and empirically tested the factors by using the Tobit model.The results show that facility strawberry farmers generally choose the third-party platforms,micro-telecommunication and QQ space,or develop independent websites for e-commerce.The age,education level,e-commerce training and planting scale of farmers’ endowment characteristics have a significant impact on their choices;their understanding and concern about e-commerce policy also has a significant impact;the cost of information search and negotiation has a significant impact on farmers’ choice of third-party platforms and independent websites;and the village has a significant impact on farmers’ choice of third-party platforms.Network status significantly affects farmers’ choice of micro-telecommunication and QQ space;payment security risk assessment significantly affects farmers’ choice of third-party platforms and independent websites.Based on the results,the paper puts forward some countermeasures and suggestions for developing e-commerce of agricultural products and realizing the organic connection between small farmers and modern agriculture.