数字素养、电商认知与农户电商参与行为——基于湘粤地区528份调查数据

Mechanism of digital literacy,e-commerce cognition and farmers’e-commerce participation behavior:Based on 528 survey data from Hunan and Guangdong provinces

基于湘粤地区528份调查数据,运用有序Probit模型和OLS模型,以农户电商认知为中介变量、数字培训为调节变量,系统研究数字素养对农户电商参与行为的影响及作用机制,并进一步使用替代变量、倾向得分匹配法进行内生性与稳健性检验。研究表明:数字素养对农户电商参与意愿和程度均具有显著促进效应;数字素养能显著提升农户风险控制认知、电商收益认知和可行性认知;电商认知在数字素养对农户电商参与意愿和程度的影响中起着部分中介作用;数字培训在数字素养对农户电商参与行为的影响中具有显著正向调节作用。

Based on 528 household survey data in Hunan and Guangdong provinces and by using the Ordered Probit model and the OLS model,the impact and mechanism of digital literacy on farmers’e-commerce participation behavior have been systematically examined,with e-commerce cognition as the mediating variable and digital training as the moderating variable.Endogeneity and robustness test has been conducted by using alternative variables and propensity score matching method.The results show that digital literacy has a significant promoting effect on farmers’willingness and degree of e-commerce participation.Digital literacy can significantly enhance farmers’awareness of risk control,perception of e-commerce revenue and cognition of feasibility.Farmers’e-commerce perception plays a partially mediating role in the influence of digital literacy on farmers’willingness and degree of e-commerce participation.Digital training plays a significantly positive role in the influence of digital literacy on farmers’e-commerce participation behavior.