电商服务促进农村电商持续发展的研究——基于主体参与的视角

Research on E-commerce Services Promoting the Sustainable Development of Rural E-commerce——From the Perspective of Subject Participation

为了解农村电商服务如何对农村电商可持续发展产生影响,以农村居民再次接受电商服务交易的视角,利用484份农户问卷调查数据,借鉴Aderson模型框架,构建了前置因素、保障因素、需求因素共同作用下农村居民参与意愿的计量模型。研究发现:前置因素对农村居民的参与意愿影响都十分微弱;保障因素中,基础设施的完善、平台与政府的技能培训、本地人才的引导对农村居民再次接受电商服务具有显著的影响;在需求因素中,销售、价格、亲邻邀请、电商服务质量均对农村居民参与意愿有着正向影响,但影响最大的还属农村电商服务质量。据此提出在保持农村电商的发展态势过程中应注重政府支持、平台保障和提高农村电商服务质量的建议。

In order to understand how rural e-commerce services have an impact on the sustainable development of rural e-commerce,from the perspective of rural residents're acceptance of e-commerce service transactions,using 464 household questionnaire data and drawing on the framework of the aderson model,this paper constructs a measurement model of rural residents'willingness to participate under the joint action of pre factors,security factors and demand factors.The study found that:the pre factors have a very weak impact on the willingness of rural residents to participate;Among the security factors,the improvement of infrastructure,the skill training of platform and government,and the guidance of local talents have a significant impact on rural residents're acceptance of e-commerce services;Among the demand factors,sales,price,invitation from relatives and neighbors,and e-commerce service quality all have a positive impact on rural residents'willingness to participate,but the most influential factor is the rural e-commerce service quality.Based on this,it puts forward some suggestions that we should pay attention to government support,platform guarantee and improve the service quality of rural e-commerce in the process of maintaining the development trend of rural e-commerce.