社会网络视角的农户农产品电商参与行为分析——基于湖北、山东、安徽、甘肃349份农户抽样调查数据

以湖北、山东、安徽、甘肃4省的349份农户调研数据为基础,从社会网络视角对农户农产品电商参与行为进行理论分析,探究社会网络及其不同维度对农户农产品电商参与行为的影响,并采用Binary Logistic(二元逻辑回归)模型进行实证研究。在此基础上,根据受访农户的性别、学历和参加电商培训情况进行分组回归,以检验社会网络在不同群组间的影响差异。研究发现:社会网络及其2个维度——网络互动和网络学习在1%的置信水平上对农户农产品电商参与行为具有显著正向影响,且网络学习的影响程度要大于网络互动。与男性组农户和高学历组农户相比,社会网络、网络互动和网络学习对女性组农户和低学历组农户农产品电商参与行为具有更强的促进作用。此外,家庭经营耕地质量、政府或电商平台对电商的宣传力度等因素亦至少在10%的置信水平上对农户农产品电商参与行为具有显著影响。

Analysis of farmers’ participation in e-commerce of agricultural products from perspective of social network: based on 349 household survey data from Hubei,Shandong, Anhui and Gansu in China

Based on 349 household survey data collected from Hubei, Shandong, Anhui and Gansu in China, a theoretical analysis of farmers’ participation in the e-commerce of agricultural products was conducted from the perspective of social network. The effect of social network and its four dimensions on farmers’ participation in the e-commerce of agricultural products was revealed by using the Binary Logistic model. On the basis, group regressions were conducted according to the gender, education, and e-commerce training status of the interviewed farmers, to examine the influences of the social network in different groups.The results showed that the social network and its two dimensions, namely, network interaction and network learning, had significant (P<0.01) impact on farmers’ participation in the e-commerce of agricultural products, and the impact of network learning was greater than that of network interaction. Compared with the male farmers and highly-educated farmers, the promotion effect of social network, network interaction and network learning was stronger for female farmers and lowly-educated farmers. In addition, other factors such as the farmland quality, and the e-commerce promotion level of government or e-commerce platform, also had significant (P<0.1 at least) impact on farmers’ participation in the e-commerce of agricultural products.