乡村振兴战略背景下农户参与农产品电商的满意度研究——基于目的与过程双重视角

Research on Farmers’Satisfaction of Participating in Agricultural Product E-commerce:Based on the dual perspective of purpose and process

新发展阶段,农产品电商成为实现乡村振兴战略的重要抓手,农户作为农产品电商生态圈不可或缺的市场主体,评估参与农户对农产品电商发展的满意度显得尤为关键。在我国西部地区3个国家电商示范县的301份问卷调查数据基础之上,基于农户视角从目的和过程两个层面构建多维度的满意度指标体系,采用五点量表法测定电商农户对农产品电子商务的满意度得分;通过因子分析法提取影响参与农产品电商农户满意度的因素,再构建二元离散回归模型探讨其对参与农产品电商的农户满意度的影响程度。研究结果表明:参与电商的农户对家庭增收、政府服务的满意度得分较高,对发展机会、电子商务综合服务满意度得分较低;电商农户的满意度主要受农户特征、宽带服务、销售渠道拓展性的影响。最后提出提升农村人力资本、支持电商服务站多元化建设与服务功能优化升级、加快形成现代农产品流通体系、加强新型基础设施建设和融合应用等对策建议。

In the new development stage,agricultural product e-commerce has become an important starting point for the realization of the rural revitalization strategy.As farmers are indispensable market players in the agricultural product e-commerce ecosystem,it is particularly critical to evaluate the satisfaction of participating farmers with the development of agricultural product e-commerce.Based on 301 questionnaire survey data in 3 national e-commerce demonstration counties in western my country,this paper constructs a multi-dimensional satisfaction index system from the perspective of the farmer households from the objective and process levels,and uses a five-point scale method to measure e-commerce.Farmers’satisfaction scores for agricultural product e-commerce;factor analysis is used to extract factors that affect agricultural product e-commerce farmers’satisfaction,and then a binary discrete regression model is constructed to explore the degree of influence on agricultural product e-commerce farmers’satisfaction.The results of the study show that farmers participating in e-commerce have higher scores of satisfaction with household income and government support,and lower scores of satisfaction with development opportunities,e-commerce service station construction and services;e-commerce farmers’satisfaction is mainly determined by the characteristics of farmers,The impact of broadband services and the expansion of sales channels.Finally,it puts forward countermeasures and suggestions such as improving rural human capital,strengthening the construction of e-commerce service stations and improving service functions,enhancing the revenue-increasing effect of e-commerce,and strengthening the construction of new infrastructure and integrated applications.