社会学习对农户农产品电商采纳的影响——基于电商认知的中介作用和政府支持的调节作用

The Impact of Social Learning on Farmers’Adoption of Agricultural Products E-commerce——Based on the Mediating Role of E-commerce Cognition and the Moderating Role of Government Support

基于陕西省苹果种植户的微观调查数据,在测度农户社会学习、电商认知和政府支持的基础上,运用IV-Heckman模型、中介效应模型和调节效应模型,检验社会学习对农户农产品电商采纳的影响效应。结果表明:社会学习对农户农产品电商采纳具有显著正向影响,社会学习水平的提高能推动农户做出采纳决策,并深化其采纳程度;电商认知在社会学习影响农户农产品电商采纳关系中具有部分中介作用,即社会学习通过提升农户电商认知水平对其采纳决策和采纳程度产生积极影响;政府支持在社会学习影响农户农产品电商采纳关系中具有正向调节作用,在政府支持水平较高的环境下,社会学习对农户农产品电商采纳决策和采纳程度的正向影响得到加强。

Based on the micro survey data of apple growers in Shaanxi Province,this paper uses the IV Heckman model,the mediation effect model and the moderating effect model to test the impact of social learning on the basis of measurement of farmers’social learning,e-commerce cognition and government support.The results show that social learning has a significant positive impact on farmers’adoption of agricultural products e-commerce,and the improvement of social learning can promote farmers’adoption decisions and adoption degrees;social learning has a partial mediating role in the influence of social learning on farmers’agricultural products e-commerce adoption,that is,social learning has a positive impact on farmers’e-commerce adoption decision and degree by improving its e-commerce cognition;government support has a positive regulatory role in the influence of social learning on farmers’agricultural products e-commerce adoption,in the case of a high level of government support,the positive impact of social learning on the decision making and degree of farmers’adoption of agricultural products e-commerce has been strengthened.