社会互动对农村居民网购行为的影响及其机制  

Impact and mechanism of social interaction on rural residents’online shopping behavior

作　　者：郭锦墉[1,2] 王杨杨 王长旭 GUO Jinyong;WANG Yangyang;WANG Changxu(School of Economics and Management,Jiangxi Agricultural University,Nanchang 330044,China;Jiangxi Rural Revitalization Strategy Research Institute,Jiangxi Agricultural University,Nanchang 330044,China)

机构地区：[1]江西农业大学经济管理学院,江西南昌330044 [2]江西农业大学乡村振兴战略研究院,江西南昌330044

出　　处：《湖南农业大学学报（社会科学版）》2023年第6期45-54,共10页Journal of Hunan Agricultural University(Social Sciences)

基　　金：国家自然科学基金项目(72063017,72264012);江西省“青马工程”资助项目(23ZXQM61)。

摘　　要：从社会互动视角,基于江西省800个样本对农村居民网购行为的驱动力进行考察发现:线上、线下社会互动均正向影响农村居民网购参与和网购程度,且线上社会互动的作用大于线下,经内生性检验、稳健性检验后结论依然成立。分组剖析其异质性,发现在年龄更大、村庄宽带入户率更低的农村居民中,线上社会互动对其网购程度影响更明显,年龄更大的农村居民中,线下社会互动对其网购参与的促进作用更明显,年龄更小的农村居民中,线下社会互动对其网购程度的促进作用更明显,线上社会互动对村庄宽带入户率低的农村居民网购参与的影响更突出。信息认知和社会规范在社会互动与农村居民网购行为的正向关系中起中介作用。From the perspective of social interaction,an investigation of 800 rural residents in Jiangxi Province reveals that both online and offline social interactions exert a positive influence on the participation and extent of online shopping among rural residents.Notably,the impact of online social interaction surpasses that of offline counterparts,a conclusion substantiated even after endogeneity and robustness examinations.By discerning heterogeneity with sub-group analyses,this paper finds that online social interactions conspicuously shape the extent of online shopping among rural residents with advanced ages and lower village broadband household penetration.Among older rural residents,offline social interactions distinctly foster online shopping participation while for younger cohorts,it is instrumental in influencing the extent of online shopping.Additionally,online social interaction manifests a more pronounced effect on the online shopping participation of rural residents in locales characterized by lower broadband penetration.Moreover,the analysis identifies that information cognition and social norms act as mediating factors in the positive relationship between social interactions and rural residents’online shopping behavior.

关 键 词：社会互动 网购行为 信息认知 社会规范 

分 类 号：C912.82[经济管理]