华中农业大学学报（社会科学版）Issue(1)：37-48,12.DOI:10.13300/j.cnki.hnwkxb.2026.01.004
数字化销售能否提升农户议价能力?
Can Digital Sales Enhance Farmers'Bargaining Power?
摘要
Abstract
Based on the perspective of digital economy empowerment,this study empirically inves-tigates the impact of digital sales on farmers'bargaining power and its underlying mechanisms,utilizing survey data from 1195 kiwifruit growers and employing a conditional mixed regression model.The find-ings are as follows:1)Digital sales can significantly enhance farmers'bargaining power,a conclusion that remains robust after a series of robustness tests;2)Digital sales mainly improve farmers'bargain-ing power by enhancing farmers'information acquisition capabilities,increasing agricultural product dif-ferentiation,and strengthening farmers'risk-bearing capacity;3)There is a clear digital divide in the ef-fect of digital sales on bargaining power,with significantly different bargaining power gains between low-income and less-educated farmers and their high-income,better-educated counterparts;4)Farmers'par-ticipation in digital sales significantly improves the bargaining power of other farmers in the same town-ship,while the bargaining power among farmers within the same township exhibits negative spatial de-pendence.Therefore,the study recommends strengthening rural information service networks,enhanc-ing digital skills training to narrow the digital divide,and improving support systems for regional coordi-nated development to leverage digitalization more comprehensively in empowering farmers and promot-ing rural development.关键词
数字化销售/议价能力/数字鸿沟/空间效应Key words
digital sales/bargaining power/digital divide/spatial effects分类
管理科学引用本文复制引用
渠宇飞,陆迁,丁秀玲..数字化销售能否提升农户议价能力?[J].华中农业大学学报（社会科学版）,2026,(1):37-48,12.基金项目
国家自然科学基金面上项目"保护性耕作技术采用的需求诱导机制研究:组织支持、跨期选择与激励效果"(71973105). （71973105）
