小农户何以对接电商市场?基于数字技能与机会利用的研究视角

How Can Smallholder Farmers Connect with E-commerce Markets?A Research Perspective Based on Digital Skills and Opportunity Utilization

数字经济背景下,小农户数字技能的提升成为摆脱数字鸿沟,实现对数字经济发展机会利用与红利共享的关键。基于中国乡村振兴调查微观数据,实证分析数字技能对小农户数字发展机会利用与参与电商市场的影响及其实现机制。研究发现:对数字技能的掌握显著提升了小农户参与电商市场的概率;有利乡村环境、农户技能提升、电商氛围营造是数字技能赋能小农户对接电商市场的重要机制;农户数字技能存量、农户经营行为以及村庄经济发展等的差异使数字技能在影响小农户参与电商市场中存在显著的机会利用与参与效率差异。研究结果可为数字经济加快向农村下沉发展背景下提升小农户数字技能及其参与电商市场的可行能力提供指导,有助于推动农村电商生态的塑造与乡村产业振兴。

In the context of the digital economy,the improvement of digital skills for small farmers has become the key to bridging the digital divide and realizing the utilization of opportunities and sharing of dividends in the development of the digital economy.Based on micro data from the China Rural Revitalization Survey,this study empirically analyzes the impact and implementation mechanism of digital skills on the utilization of digital development opportunities and participation in the e-commerce market for small farmers.Research has found that mastering digital skills significantly increases the probability of small farmers participating in the e-commerce market;The favorable rural environment,the improvement of farmers’skills,and the creation of an e-commerce atmosphere are important mechanisms for empowering small farmers with digital skills to connect with the e-commerce market;The differences in the stock of digital skills,individual characteristics of farmers,and village characteristics result in significant differences in the utilization and efficiency of digital skills in influencing small farmers’participation in the e-commerce market.The research results can provide guidance for improving the digital skills of small farmers and their feasible ability to participate in e-commerce under the background of accelerating the development of digital economy to rural areas,which will help promote the shaping of rural e-commerce ecology and high-quality development.