电商平台实施农产品扶贫项目的效果研究——以价格多样化与双向沟通为视角的分析

Research on the Effects of E-commerce Platforms Implementing Agricultural Products Poverty Alleviation Projects——Analysis from the Perspective of Price Diversification and Two-way Communication

电商平台拓宽了金融在扶贫中的应用场景,有效地助力脱贫攻坚。本文以京东电商平台中惠民扶贫项目为研究对象,基于在线交互模式建立有序多分类Logit回归模型对279个京东惠民扶贫项目的成功率进行实证分析。研究结果表明:农产品扶贫项目中产品价格的多样化、发起人与出资人之间的双向沟通都对项目成功率具有显著正向影响;有效积极的双向沟通对于融资目标金额较小和种植养殖类项目尤为重要。基于此,本文提出相关建议以更好地利用电商平台做好农产品扶贫项目,促进消费扶贫和精准扶贫在脱贫攻坚中发挥更大的作用。

The e-commerce platform has broadened the application scenarios of finance in poverty alleviation,effectively helping anti-poverty.This article takes the Huimin poverty alleviation projects on JD.com's e-commerce platform as the research object,and establishes an ordered multinomial Logit regression model based on the online interaction mode to conduct an empirical analysis of the success rate of 279 JD.com's Huimin poverty alleviation projects.The research results show that the diversification of product prices in agricultural poverty alleviation projects and the two-way communication between the sponsors and the investors have a significant positive impact on the success rate of the project;effective and positive two-way communication is important for small amount of financing targets,and planting and breeding projects.Based on this,relevant suggestions are put forward to make better use of e-commerce platforms to serve for agricultural product poverty alleviation projects,promote consumption poverty alleviation and targeted poverty alleviation to play a greater role in poverty alleviation.