电商参与会促进农户农产品质量认证吗?——基于黄土高原苹果优势产区农户的分析  

Can E-commerce Participation Promote Quality Certificationof Agricultural Products Among Farmers?——An Analysis of Apple-Producing Farmers in the Loess Plateau Advantageous

作　　者：张丽 张子馨 刘天军[1] Region ZHANG Li;ZHANG Zixin;LIU Tianjun(College of Economics and Management,Northwest A&F University,Yangling,Shaanxi 712100,China)

机构地区：[1]西北农林科技大学经济管理学院,陕西杨凌712100

出　　处：《西北农林科技大学学报（社会科学版）》2024年第4期127-136,共10页Journal of Northwest A&F University(Social Science Edition)

基　　金：国家社会科学基金项目(22VRC152)。

摘　　要：作为数字经济新业态的农产品电子商务成为促进农业高质量发展的有效途径。基于黄土高原苹果优势产区农户实地调研数据,使用多维固定效应模型分析电商参与对农户农产品质量认证的影响;利用中介效应模型和KHB方法剖析电商参与促进农户农产品质量认证的作用机制。研究结果表明:电商参与能够显著提升农户农产品质量认证的概率,同时增加了多重质量认证的可能;参与电商通过提高农户农产品质量认证意愿、增加农产品市场信息以及促进农产品品牌建设三个途径影响农产品质量认证。在此基础上,提出应加强农村信息基础设施建设与电商技术培训,提高农产品质量认证和品牌推广等对策,以此促进农户进行农产品质量认证,实现农业高质量发展。As a new format of the digital economy,agricultural e-commerce has become an effective means to promote high-quality agricultural development.Based on field survey data from apple-producing farmers in the Loess Plateau advantageous region,this study employs a multidimensional fixed effects model to analyze the impact of e-commerce participation on farmers’agricultural product quality certification.Additionally,it utilizes a mediation effects model and the Karlson Holm Breen(KHB)method to dissect the mechanism through which e-commerce participation promotes agricultural product quality certification.The research findings indicate that e-commerce participation significantly enhances the probability of farmers obtaining agricultural product quality certification,while also increasing the likelihood of multiple quality certifications.E-commerce participation influences agricultural product quality certification through three pathways:by increasing farmers’willingness to obtain such certification,providing access to market information for agricultural products,and facilitating agricultural product branding.Based on these results,it is recommended to strengthen the construction of information infrastructure in rural areas,provide e-commerce technology training and support,and enhance the accessibility of agricultural e-commerce to promote farmers’engagement in agricultural product quality certification and achieve high-quality agricultural development.

关 键 词：电商参与 农产品 质量认证 农户 苹果优势产区 

分 类 号：F724.6[经济管理—产业经济] F326.13