新冠肺炎疫情风险感知、数字素养与农户电商参与意愿基于柑橘种植农户调查数据分析  

Risk Perception,Digital Literacy and Farmers'Willingness to Participate in E-commerce during the Outbreak of COVID-19:An Analysis based on the Survey Data of Citrus Farmers

作　　者：罗磊 傅新红 刘宇荧 李冬梅 LUO Lei;FU Xinhong;LIU Yuying;LI Dongmei

机构地区：[1]四川农业大学管理学院,成都611130

出　　处：《农业技术经济》2024年第2期56-72,共17页Journal of Agrotechnical Economics

基　　金：国家社会科学基金面上项目“共享经济下农业供给体系质量提升的对策研究”(编号:18BJY130);四川省科技厅软科学项目“四川省数字乡村发展战略研究”(编号:2021JDR0396);四川省农村发展研究中心重点项目“内生动力视角下脱贫攻坚与乡村振兴有效衔接研究”(编号:CR2102)。

摘　　要：本文构建了一个新冠肺炎疫情防控期间分析农户电商参与意愿的理论框架,结合四川省803份柑橘种植户的微观调查数据,运用Oprobit等模型分析风险感知、数字素养对农户电商参与意愿的影响,揭示其中的代际差异,并利用工具变量法(IV-Oprobit)进行内生性处理与稳健性检验。研究发现,(1)新冠肺炎疫情风险感知和数字素养可以有效促进农户萌发电商参与意愿,其中时间风险感知、电商技术和认知素养对参与意愿的激发具有重要影响;(2)风险感知和数字素养对农户电商参与意愿的影响存在交互效应,时间风险感知对农户电商参与意愿的作用会受到信息意识和信息获取素养的影响,空间风险感知对参与意愿的促进作用在一定程度上取决于电商认知素养,而强度风险感知的增加无助于电商技术素养较低的农户萌发参与意愿;(3)上述影响存在明显的代际差异,空间风险感知和信息获取素养仅对老一代农户电商参与意愿的影响显著,电商认知素养对两代农户电商参与意愿均具有显著的正向影响。因此,提升疫情风险感知、加强数字素养积累、强化农产品电子商务培训等都有利于积极引导农户萌发电商参与意愿。In this paper,a theoretical framework for analyzing the willingness of farmers to participate in e-commerce during the period of COVID-19 pandemic prevention and control is constructed,and combines with 803 micro-survey data of citrus farmers in Sichuan Province,oprobit model is used to analyze the effects of risk perception and digital literacy on farmers'willingness to participate in E-commerce,and to reveal the inter-generational differences.The results are as follows:(1)The risk perception and digital literacy of COVID-19 could effectively promote farmers'willingness to participate in E-commerce,among which the time risk perception,e-commerce technology and cognitive literacy had an important impact on the willingness to participate;(2)There is an interactive effect between risk perception and digital literacy on farmers'willingness to participate in E-commerce,and the effect of temporal risk perception on farmers'willingness to participate in E-COMMERCE is affected by information awareness and information acquisition literacy,to some extent,the promotion of spatial risk perception to participation willingness depends on e-commerce cognitive literacy,while the enhancement of intensity risk perception does not help farmers with low e-commerce technical literacy to germinate participation willingness;(3)There are obvious inter-generational differences in the above effects.Spatial risk perception and information acquisition literacy only have significant effects on the willingness to participate in e-commerce of the older generation of farmers,e-commerce cognitive literacy has a significant positive impact on the willingness to participate in E-commerce of the two generations of rural households.Therefore,improving the risk perception of the pandemic,strengthening the accumulation of digital literacy,and strengthening the training of agricultural e-commerce are conducive to actively guide farmers to germinate the willingness to participate in e-commerce.

关 键 词：新冠肺炎疫情 风险感知 电商参与意愿 交互效应 

分 类 号：F49[经济管理—产业经济] F323.7F724.6