拉萨农牧民网络购物行为特征及民生影响研究  

A Study on the Characteristics of Online Shopping Behavior of Farmers and Herdsmen and the Impact on theirLive lihood in Lhasa

作　　者：普布卓玛[1] 尼玛央珍 Pubu Zhuoma;Nima Yangzhen(School of Economics and Management,Xizang University,Lhasa 850000,China)

机构地区：[1]西藏大学经济与管理学院,拉萨850000

出　　处：《西藏科技》2024年第7期26-33,共8页Xizang Science And Technology

基　　金：2020年度西藏自治区哲学社会科学专项资金项目(20CGL01)。

摘　　要：农村电商得到了国家政策上的高度重视和支持,成为改善民生和促进产业发展的重要抓手。网络购物作为农村电商的重要组成部分可以显著改善农牧民的购买现状,满足农牧民个性化、多样化的商品需求,降低生产生活成本、提升生活品质。文章利用拉萨农牧区民生发展调查(TLDR,2021)数据,对农牧民网络购物参与情况从县区、年龄、学历、收入等角度进行差异性分析,并对具体的农牧民网络消费行为特征归纳总结,探讨网络购物对农牧民民生的影响。提出在不断提升农牧民收入水平的前提下,为了平衡城乡数字鸿沟,应该继续大力推进西藏的“电子商务进农村工程”,不断完善农牧区电子商务服务体系,培养农牧民网上购物习惯,促进城乡消费模式一体化发展。Rural e-commerce has received great attention and support from national policies,and has become an important starting point for improving people's livelihood and promoting industrial development.As an important part of rural e-commerce,online shopping can significantly improve the purchase status of farmers and herdsmen,meet the personalized and diversified commodity needs of farmers and herdsmen,reduce the cost of production and living,and improve the quality of life.Based on the data of the Livelihood Development Survey of Lhasa Agricultural and Animal Husbandry Areas(TLDR,2021),this paper analyzes the differences in the participation of farmers and herdsmen in online shopping from the perspectives of county,age,education,income,etc.,and summarizes the specific characteristics of online consumption behavior of farmers and herdsmen,and discuss the impact of online shopping on the livelihood of farmers and herdsmen.Under the premise of continuously improving the income level of farmers and herdsmen,in order to balance the digital divide between urban and rural areas,the"e-commerce into rural areas project"in Xizang(Tibet)should be vigorously promoted,the e-commerce service system in agricultural and pastoral areas should be continuously improved,the online shopping habits of farmers and herdsmen should be cultivated,and the integrated development of urban and rural consumption patterns should be promoted.

关 键 词：拉萨 农牧民 网络购物行为 

分 类 号：F724.6[经济管理—产业经济] F713.55F323.6