农户参与数字金融的行为意愿与行为响应——基于湖南省676份农户调查数据的实证研究

Behavioral Willingness and Behavioral Response of Farmers to Participate in Digital Finance——An Empirical Study Based on 676 Questionnaires of Farmer Households in Hunan Province

本文基于2021年9月至2022年2月的湖南省676份农户调查数据,采用Probit模型和Mprobit模型,实证检验农户参与数字金融行为的影响因素与效应,为进一步推广农村数字金融提供决策参考。研究发现:(1)农户参与数字金融的行为意愿受到农户受教育程度等因素的影响。(2)农户参与数字金融的行为意愿不一定能够顺利转换为农户参与数字金融的行为响应;年龄、感知风险、以农业收入为主等因素会增大农户参与数字金融行为意愿与行为响应“负一致”的发生,受教育程度、感知有用、感知易懂、感知价值以及外部环境特征等因素会增大“正一致”行为的发生。(3)农户参与数字金融的行为响应对农户创业、打造农产品品牌、参与农村电商具有显著正向影响。因此,为了进一步促进农户行为意愿到行为响应的转化,要增强农户对数字金融有用性、易懂性和收益性的感知程度,降低数字金融风险的发生,加强农村地区基础设施数字化和信息化建设。

Based on 676 farmer household survey data from September 2021 to February 2022 in Hunan Province,we adopt the Probit model and Mprobit model to empirically test the influencing factors and effects of farmers’behavioral participation in digital finance,so as to provide decision-making reference for further promotion of rural digital finance.The findings show that:(1)farmers’behavioral willingness to participate in digital finance is influenced by farmers’education level and other factors.(2)Farmers’willingness to participate in digital finance does not necessarily translate smoothly into farmers’behavioral responses to participate in digital finance;age,perceived risk,income predominantly from farming and other factors increase the occurrence of“negative consistency”,while education level,perceived usefulness,perceived ease of use,perceived value,external environment characteristics and other factors increase the occurrence of“positive consistency”.(3)Farmers’behavioral responses to participate in digital finance have a significant positive impact on farmers’entrepreneurship,branding of agricultural products and participation in rural e-commerce.Therefore,in order to further promote the transformation of farmers’behavioral willingness into behavioral response,it is necessary to enhance farmers’perception of the usefulness,ease of use and profitability of digital finance,reduce the occurrence of digital finance risks,and strengthen the construction of digital and information infrastructure in rural areas.