新型农业经营主体与电子商务:业态选择与收入绩效

New Players in Agriculture and E-commerce:Business Type Selection and Income Performance

基于695家农民专业合作社、673个家庭农场以及344家龙头企业的微观调查数据,对新型农业经营主体农产品电商业态的采纳情况和限制因素进行描述性分析,并通过双因素多元方差模型实证检验农产品电商对不同类型新型农业经营主体的增收效果。结果表明:虽然阻碍各类主体采纳电商业态的因素不尽相同,但是“不懂电商使用和网络经营技巧”“市场使用费、市场推广费较高”“相关物流服务不完善”“没有网络或网速太慢”是影响新型农业经营主体开展农产品电商的共性因素;对农民专业合作社和龙头企业而言,农产品电商对其年均净收入、年均利润的正向影响并不显著;对家庭农场而言,农产品电商对其年均净收入、年均利润的提高则具有明显的正向效应。未来,应该着力提升农村电商的配套服务水平,提升各类主体电子商务经营技能等,进一步发挥电商对新型农业经营主体的带动作用。

Based on the micro survey data of 695 farmers cooperatives,673 family farms and 344 leading enterprises,the paper first makes a detailed descriptive analysis on the adoption and restrictive factors of ecommerce business forms of agricultural products of new agricultural business subjects.It then empirically tests the income effects of agricultural e-commerce on different types of new agricultural business subjects by using a two-way ANOVA.Although factors vary that hinder the adoption of e-commerce by various subjects,the common factors that affect the development of e-commerce of agricultural products by new agricultural business subjects are“not understanding the use of e-commerce and network management skills”“higher market use fees and marketing promotion fees”“imperfect related logistics services”and“no network or too slow network speed”.For cooperatives and leading agribusiness enterprises,the positive impact of e-commerce on their net income and annual profit is not significant,which is significant for family farms.In the future,efforts should be made to upgrade the supporting service and business skills of various subjects of rural ecommerce so that the new players will utilize e-commerce smoothly.