基于Logit-ISM模型的果农电商参与行为研究

Research on Fruit Farmers' E-commerce Participation Behavior Based on Logit-ISM Model

探索果农电商参与行为的影响因素,揭示其存在的层次关系及结构,对政府推进果品电商持续健康发展具有重要意义。基于江西省489份实地调研数据,构建二元Logit模型实证了果农电商参与行为影响因素,并运用ISM方法分析显著性因素间的层次结构。结果表明:表层因素有“三品一标”认证,种植年限和所在村经营电子商务户数;中层因素是家庭收入和当地快递公司数量;深层因素是距离最近快递集散点的距离,年龄,电商培训和政府电商经营补贴。据此,提出“果农应提高自身数字素养,政府部门应加强电商技术培训”等对策建议。

Exploring the influencing factors of fruit farmers'e-commerce participation behavior and revealing its hierarchical relationship and structure is of great significance for the government to promote the sustainable and healthy development of fruit e-commerce.Based on 489 field survey data in Jiangxi Province,a binary Logit model was constructed to demonstrate the influencing factors of fruit growers'e-commerce participation behavior,and ISM method was used to analyze the hierarchical structure of significance factors.The results showed that the surface factors included certification of"Three products and one standard",planting years and the number of e-commerce households in the village,the middle factors were family income and the number of local express companies,and the deep factors are distance from the nearest express distribution point,age,e-commerce training and government subsidies for e-commerce operation.Therefore,from the two aspects of the government and fruit farmers,this paper put forward countermeasures and suggestions such as"fruit farmers should improve their digital literacy,and government departments should strengthen e-commerce technology training".