农林经济管理学报2026，Vol.25Issue(4)：456-468,13.DOI:10.16195/j.cnki.cn36-1328/f.2026.04.45
风险偏好对小农户电商参与决策的影响研究
Impact of risk preference on smallholder farmers'e-commerce participation decisions:an empirical analysis based on 726 citrus growers
摘要
Abstract
Based on behavioral economics theory,this study constructs a two-stage analytical framework for smallholder farmers'engagement with e-commerce.Using survey data of 726 citrus-growing households and employing the Propensity Score Matching(PSM)method,this paper analyzes how risk preference shapes smallholder farmers'e-commerce participation decisions and channel selection behavior.The results show that risk preference has a significant positive effect on farmers'participation decisions,with an average treatment effect(ATE)of 10.91%.Heterogeneity analysis reveals that this effect exhibits an inverted U-shaped pattern,rising first and then falling with production scale,and generates a lock-in effect among farmers with less-than-high-school education.In terms of e-commerce channel choices,risk-averse farmers tend to conduct transactions through social e-commerce platforms,whereas risk-preferring farmers are more likely to opt for professional e-commerce platforms.Risk preference significantly reduces the probability of adopting social e-commerce platforms,with a treatment effect of 14.91%.Based on these findings,we recommend implementing differentiated e-commerce support policies tailored to farmers'risk preference levels,unlocking the participation potential of medium-scale producers,and designing precise risk-preference intervention programs for farmers with different educational backgrounds,so as to facilitate smallholders'effective integration into e-commerce markets.关键词
小农户/电商市场/风险厌恶/心理账户/模糊厌恶Key words
smallholder farmers/e-commerce market/risk aversion/mental accounting/ambiguity aversion分类
管理科学引用本文复制引用
熊雪,刘宽斌..风险偏好对小农户电商参与决策的影响研究[J].农林经济管理学报,2026,25(4):456-468,13.基金项目
国家社会科学基金青年项目(22CGL026) （22CGL026）
