农户主观感知因素对数字普惠金融接受度的影响  

Farmer Households Subjective Perception Factors’Impact on Digital Inclusive Finance Acceptance

作　　者：王丽媛[1,3,4] 刘倩 张居营 Wang Liyuan;Liu Qian;Zhang Juying(Research Center of Finance Innovation and Risk Management,Hebei Finance University,Baoding 071051,China;Experimental Teaching Center,Hebei Finance University,Baoding 071051,China;School of Finance and Investment,Hebei Finance University,Baoding 071051,China;Digital Financial Governance and Data Security Research Base of Hebei Province,Baoding 071051,China)

机构地区：[1]河北金融学院金融创新与风险管理研究中心,河北保定071051 [2]河北金融学院实验教学中心,河北保定071051 [3]河北金融学院金融与投资学院,河北保定071051 [4]河北省数字金融治理与数据安全研究基地,河北保定071051

出　　处：《金融理论探索》2023年第6期58-68,共11页Exploration of Financial Theory

基　　金：河北省社会科学基金项目“社会交换视角下受众主观感知对数字普惠金融接受度的影响研究”(HB20YJ042)。

摘　　要：通过调查问卷数据,运用偏最小二乘的结构方程模型,研究农户主观感知因素对数字普惠金融接受度的影响机理和路径,结果发现:农户的感知利得和感知安全对数字普惠金融接受度有显著的正向影响,感知威胁对数字普惠金融接受度有显著的负向影响,其中感知利得的影响要大于感知风险的影响,感知安全的影响大于感知威胁的影响。基于社会交换理论的一般原理,农户对数字普惠金融整体产生“利大于弊”的主观感知,预示农户的数字普惠金融接受度将不断提高。同时发现,感知利得对高学历、高收入及东部地区农民的数字普惠金融接受度的正向促进作用更大。因此,对于此类群体应侧重产品效用的宣传;感知安全对低收入、低学历及中西部农民的正向促进作用更大,对于此类群体应侧重系统安全性的宣传。The paper conducted research on farmer households subjective perception factors’impact on digital inclusive finance and its mechanism and path through analyzing questionnaire data and using partial least squares structural equation model,and found out that farmers’perceived benefits and perceived security have significant positive impact on digital inclusive finance acceptance;perceived threats have marked negative impact on digital inclusive finance acceptance;the impact of perceived benefits is greater than that of perceived risks and the impact of perceived security is greater than that of perceived threats.On the basis of social exchange theory,farmers have a subjective perception of“gains outweigh losses”toward digital inclusive finance,indicating increasing acceptance of digital inclusive finance.Meanwhile,it was also discovered that perceive benefits have greater positive impact among highly educated people,people with higher income and farmers of the eastern part of China.Therefore,it is suggested that more efforts should be paid into the efficacy introduction.Perceived security have greater positive impact on less educated and less paid people and farmers of the central and western parts of China,making it necessary to focusing on the introduction of systemic security.

关 键 词：农户 数字普惠金融接受度 感知利得 感知风险 感知安全 感知威胁 

分 类 号：F830[经济管理—金融学]