数字素养对新型职业农民参与电商行为的影响  

Digital Literacy Impact on the Participation of New VocationalFarmers in E-commerce Behavior

作　　者：周丽娟[1] 范韧 徐顽强[2] ZHOU Li-juan;FAN Ren;XU Wan-qiang(College of Public Administration and Law,Hunan Agricultural University,Changsha 410128,Hunan,China;School of Public Administration,Huazhong University of Science and Technology,Wuhan 430074,Hubei,China)

机构地区：[1]湖南农业大学公共管理与法学学院,长沙410128 [2]华中科技大学公共管理学院,武汉430074

出　　处：《武汉理工大学学报（社会科学版）》2023年第5期125-135,共11页Journal of Wuhan University of Technology:Social Sciences Edition

基　　金：国家社会科学基金重大项目“数字政府建设的安全治理体系研究”(20ZDA038);湖南省教育厅科学研究重点项目“乡村数字治理的人才支撑体系研究”(20A235)。

摘　　要：随着数字时代的到来,数字素养不仅与民众的生活质量密切相关,更是新型职业农民参与农产品电商的关键性因素。基于浙江、湖南两省的调研数据,采用计划行为理论和技术接受模型构建数字素养对新型职业农民参与电商的理论分析框架,研究表明:数字素养对新型职业农民参与电商具有显著的正向作用;内在感知在数字素养对新型职业农民参与电商之间起着部分中介作用;政务公开在数字素养对新型职业农民参与电商中起着正向调节作用。因此,加强新型职业农民数字素养的培养,提高其内在感知,扩大政务公开范围,推动数字素养对新型职业农民参与电商发挥促进作用。With the arrival of the digital age,digital literacy is not only related to the quality of life of the people,but also a key factor for new professional farmers to participate in agricultural product e-commerce.Based on the survey data of Zhejiang and Hunan provinces,this paper uses the Theory of Planned Behavior and the Technology Acceptance Model to build a theoretical analysis framework of digital literacy on new professional farmers’participation in e-commerce.The research shows that digital literacy has a significant positive effect on new professional farmers’participation in e-commerce;Internal perception plays a partial mediating role between digital literacy and the participation of new professional farmers in e-commerce;The openness of government affairs plays a positive regulatory role in the participation of new professional farmers in e-commerce through digital literacy.Therefore,it’s necessary to strengthen the cultivation of digital literacy for new professional farmers,improve their internal perception,expanding the scope of government transparency,and promote the role of digital literacy in enhancing the participation of new professional farmers in e-commerce.

关 键 词：数字素养 新型职业农民 参与电商 内在感知 政务公开 

分 类 号：C915[经济管理] C912.82[社会学] C976.1