数字技能如何影响农民电商参与行为?OA北大核心CSTPCD

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.