乡村振兴视域下农户参与电商营销行为影响因素研究——基于158位安化黑茶农户的调查

Study on the Influencing Factors of Farmers'Participation in E-commerce Marketing Behavior in the Context of Rural Revitalization——A Survey Based on 158 Anhua Black Tea Farmers

基于158位安化黑茶农户的调查,采用logit模型,检验了乡村振兴视域下农户参与电商营销行为的主要影响因素。结果发现:从认知情况来看,对电商营销的认知程度愈高,农户则愈趋向于参与电商营销;从基础设施来看,互联网使用频率越高,农户则愈趋向于参与电商营销;从资源禀赋来看,黑茶种植规模越大,家庭来源以黑茶为主的农户呈现出更为热切的参与意愿;从社会支持条件来看,安化黑茶农户的参与电商营销与政策支持、当地是否成立协会或合作社等两个因素存在显著影响。异质性分析显示:受教育程度对安化农户参与意愿存在显著正向影响,总体呈现以“青年创业、村干部政策引导”为主的核心人群,性别对农户参与电商营销行为具有显著影响。

Based on a survey of 158 Anhua black tea farmers,logit and probit models were used to examine the main influencing factors of farmers'participation in e-commerce marketing in the context of rural revitalization.The results revealed that:from the perspective of awareness,the higher the awareness of e-commerce marketing,the more farmers tend to participate in e-commerce marketing;from the perspective of infrastructure,the more frequently the Internet is used,the more farmers tend to participate in e-commerce marketing;from the perspective of resource endowment,the larger the scale of black tea cultivation,the more eagerly farmers whose household sources are mainly black tea show their willingness to participate;from the perspective of social support conditions,the participation of Anhua black tea farmers in e-commerce marketing is significantly influenced by two factors,such as policy support and whether local associations or cooperatives are established.Heterogeneity analysis shows that education level has a significant positive impact on the willingness of Anhua farmers to participate,with the core group of"youth entrepreneurship and policy guidance by village cadres".Gender has a significant impact on farmers'participation in e-commerce marketing.