贫困地区农牧户参与电子商务意愿的实证分析—来自594份农牧户的微观调研数据

An empirical analysis on the rural farmer’s willingness to participate in e-commerce in poor areas

贫困地区开展农村电子商务是实现精准扶贫、乡村振兴的重要渠道。文中选取内蒙古部分贫困县作为调研对象,结合理性行为学与计划行为学理论,运用计量经济学方法Tobit模型,以基础设施因素、个人特征因素、社会网络因素以及资源禀赋因素四个方面及其具体变量作为自变量,以农牧户网购频次、农牧户网络销售额为因变量,对农牧户是否愿意参与电子商务活动及其影响因素进行实证分析,识别农牧户参与农村电子商务意愿的影响因素。研究结论为:(1)基础设施因素中网络覆盖、宽带安装、农牧户是否拥有电脑或智能手机、村级服务站、快递运输天数、快递收取或发送地对农牧户参与电子商务意愿具有显著影响;(2)个人特征因素中,年龄、网购经验对农牧户参与电子商务意愿具有显著影响;(3)社会网络因素中,社会或邻里示范、家中是否有村干部、非农就业人数对农牧户参与电子商务意愿具有显著影响;(4)资源禀赋因素中,电子商务培训次数对农牧户参与电子商务意愿具有显著影响。在此基础上从基础设施建设、专业人才以及培训方面提出促进贫困地区发展电子商务的政策与建议。

Developing e-commerce in rural areas is an important way to achieve precise poverty alleviation and rural revitalization. In this research, some poverty-stricken counties in Inner Mongolia were selected as the research objects, and combined with the theory of rational behavior and planned behavior, the Tobit model of econometrics method was applied to empirically analyze the farmers and herdsmen’s willingness to participate in e--commerce activities and the impact factors. Four variables and their specific variables were taken as independent variables in terms of infrastructure, personal characteristics, social network factors, and resource endowments, and farmers online sales and farmers network shopping frequency were taken as the dependent variable. The conclusions are as follows:(1) Network coverage, broadband installation, whether farmers and herdsmen owning computers or smart phones, village service stations, express delivery days, express delivery or sending places have significant impact on the willingness of farmers and herdsmen to participate in e-commerce.(2) Age and online shopping experience have significant impact on farmers and herdsmen’s willingness to participate in e-commerce.(3) Social or neighborhood demonstration, home village cadres and non farm employment numbers have significant impact on farmers and herdsmen’s willingness to participate in e-commerce.(4) In resource endowments, the times of e-commerce training has a significant impact on farmers and herdsmen’s willingness to participate in e-commerce. On this basis, we put forward policies and suggestions to promote the development of e-commerce in poor areas from the aspects of infrastructure construction, professionals and training.