农村专业大户电商技术采纳及投资决策——基于Heckman模型的实证研究

Rural Specialized Households E-commerce Technology Adoption and Investment Decisions:An Empirical Study Based on the Heckman Model

鼓励农村专业大户采纳及投资电商技术,发挥农村专业大户的引领作用,对我国农村经济的发展具有重要意义。文章基于江西省373个农村专业大户的调查数据,通过构建Heckman模型,探讨农村专业大户电商技术采纳及投资决策的影响因素。研究结果表明,农村专业大户的人口特征、家庭属性、地理条件、政策感知及技术感知在其电商技术的采纳及投资决策中发挥着不同作用。具体而言,在采纳阶段,人口特征、家庭属性、地理条件及政策感知是大户是否采纳电商技术的重要决定因素;而在决策阶段,人口特征、家庭属性及地理条件会对大户的电商投资决策产生显著影响。研究结论对进一步提升农村专业大户电商技术的采纳水平及投资规模具有重要的启示意义。

Based on the survey data of 373 rural specialized households in Jiangxi Province, the Heckman model was constructed to study the influence factors of the adoption and investment decision of e-commerce technology for rural specialized households.Results show that demographic characteristics, family attributes, geographical conditions, policy perception and technology perception play different roles in the adoption and investment decision of large e-commerce technology.In the adoption decision-making stage, demographic characteristics, household attributes, geographical conditions and policy perception are important factors to determine whether leading households adopt e-commerce technology.In the investment decision-making stage, demographic characteristics, family attributes and geographical conditions will have an important impact on the investment decisions of leading households.The research conclusion has significant implications for further improving the adoption level and investment scale of rural specialized households’ e-commerce technology.