农户对农资产品网购的意愿及影响因素分析——基于山东、安徽两省312位农户的实证研究  

Factors Influencing Farmers' Attitude towards Online Shopping of Agricultural Means of Production: An Empirical Study Based on 312 Farmers in Shandong Province and Anhui Province

作　　者：徐广兰 李艳军 

机构地区：[1]华中农业大学经济管理学院/湖北农村发展研究中心,湖北武汉430070

出　　处：《农林经济管理学报》2017年第5期633-642,共10页Journal of Agro-Forestry Economics and Management

基　　金：国家自然科学基金项目(71273102);中央高校基本科研业务费专项资金(2012RW004)

摘　　要：农资电商是近年来伴随着互联网科技的发展而兴起的农资经营新模式,这一模式能否得到发展首先取决于农户对农资网购的态度。利用山东省和安徽省11个乡镇27个村312位农户的调研数据,通过二元Logistic模型,分析农户农资网购的意愿及其影响因素。结果表明:农户性别、文化程度、农户种植规模、家庭年均总收入、单位农资花费、是否与其子女交流网购经验、是否知道农资网购以及农户对农资网购途径的认知等都不同程度地影响农户农资网购的意愿。农资电商的产品因素、支付方式、农户的基础设施条件和传统习惯等也是影响其不同态度的原因。研究结果可为农资电商发展提供一定的对策建议。With the development of the internet technology in recent years,online shopping of agricultural means of production has been arisen as a new business pattern,whose development primarily depends on rural households＇ attitude.This paper analyzes rural households＇ attitudes towards online shopping of agricultural means of production and influence factors based on investigation data of 312 rural households from 11 towns and 27 villages of Shandong and Anhui Province through the binary logistic regression model.Factors including gender,education of farmers,the planting scale,the annual family income,agricultural capital cost per unit,communication with their children on online shopping experience,access to information on online selling of agricultural materials,and cognition of means of online shopping of agricultural materials cast different influence on farmers＇ attitudes towards online shopping of agricultural means of production.Product factor,mode of payment of the e-commerce for agricultural means of production,farmers＇ infrastructure conditions and conventions,etc,are also reasons for different attitudes towards online shopping. According to the results,countermeasures and suggestions were proposed for to promote the development of the e-commerce of agricultural means of production.

关 键 词：农户 农资网购 意愿 农户特征 影响因素 

分 类 号：F304.3[经济管理—产业经济]