中国农业大学学报2024，Vol.29Issue(4)：81-93,13.DOI:10.11841/j.issn.1007-4333.2024.04.07
数字技能如何影响农民电商参与行为?
How do digital skills affect farmers'e-commerce participation behavior?A mediation effect based on information acquisition
摘要
Abstract
In order to explore the influence and mechanism of digital skills on farmers'e-commerce participation behavior,based on the data of the 2020 China Rural Revitalization Comprehensive Survey(CRRS)and the feasible information capability theory of'Means-Freedom-Achievement',the theoretical framework of'Digital skills-Information acquisition-E-commerce participation'was constructed.The binary Probit,Tobit and intermediary effect analysis methods were adopted to empirically test the impact of digital skills on the decision-making and degree of farmers'e-commerce participation from the perspective of information acquisition mediation.Robustness test and heterogeneity analysis were conducted.The results showed that:1)Digital skills had a significant positive impact on farmers'e-commerce participation in decision-making and degree;2)There were some intermediary effects in the impact of digital skills on farmers'e-commerce participation decision-making and degree,and the proportions of intermediary effects to the total effect were 11.76％and 11.73％,respectively;3)Digital skills displayed more significant positive effects on farmers with higher income level and higher education level,and the positive effects on e-commerce participation in decision-making and the degree of participation were more significant.In conclusion,the government should increase the participation rate and degree of farmers'e-commerce in three aspects as follows:Effectively improving the level of farmers'digital skills,steadily realizing freedom of information access,and strengthening attention to the internal segmentation of farmers.关键词
数字技能/电商参与决策/电商参与程度/信息获取Key words
digital skills/e-commerce participation in decision-making/the degree of e-commerce participation/access to information分类
管理科学引用本文复制引用
蒋洁洁,青平,蔡炜炜,黄帆..数字技能如何影响农民电商参与行为?[J].中国农业大学学报,2024,29(4):81-93,13.基金项目
国家社会科学基金重大项目(22&ZD079) （22&ZD079）
中国工程院战略咨询课题(2022-xbzd-12-04) （2022-xbzd-12-04）
国家藻类产业技术体系(CARS-50) （CARS-50）
