同群效应对农户农产品电商采纳的影响——基于陕西省苹果种植户的调研数据  

The impact of peer effect on the adoption of e-commerce by farmers——based on survey data of apple growers in Shaanxi Province

作　　者：闫贝贝 YAN Beibei(School of Management,Xi'an University of Science and Technology,Xi'an 710054,China)

机构地区：[1]西安科技大学管理学院,陕西西安710054

出　　处：《山西农业大学学报(社会科学版)》2025年第1期86-95,共10页Journal of Shanxi Agricultural University:Social Science Edition

基　　金：陕西省教育厅人文社科专项项目“数字技术赋能陕西省农业产业链韧性提升的理论机理和实践路径研究”(23JK0150);西安科技大学哲学社会科学繁荣项目“新质生产力赋能陕西省农业高质量发展:机理、效应与政策”(2024SY06)。

摘　　要：基于同群效应理论、创新扩散理论、从众行为理论和社会学习理论,构建同群效应与农户农产品电商采纳之间的理论框架,并基于陕西省苹果种植户的调查数据,检验同群效应对农产品电商采纳的作用机理。在充分考虑个体、家庭和村庄层面的特征后的调研结果显示:同群效应对农户农产品电商采纳具有显著正向影响;从众心理和社会学习是同群效应得以发挥作用的中间传导机制,且社会学习具有更重要的传导作用。研究进一步证实,同群效应对农户农产品电商采纳的影响在农产品电商模式和农户资本禀赋方面存在群体差异,具体而言,同群效应对农户农产品电商采纳的影响在微商模式群体及家庭收入水平较高、文化程度和社会资本水平较高的群体中具有更显著的作用。Based on the theory of peer effect,innovation diffusion,herd behavior and social learning,this paper constructs a theoretical framework between the peer effect and the adoption of e-commerce by farmers,and uses the micro-survey data of apple growers in Shaanxi Province to empirically test the mechanism of the peer effect on the adoption of agricultural e-commerce.After fully considering the characteristics of individuals,families and villages,the regression results show that the peer effect has a significant positive impact on the adoption of e-commerce by farmers;herd psychology and social learning are the intermediate transmissions through which the peer effect can play a role,and social learning has a more important transmission role.The study further confirms that the influence of the peer effect on the adoption of e-commerce by farmers has group differences in the e-commerce model and the capital endowment of farmers.Specifically,the peer effect has a more significant effect on e-commerce by farmers in the micro-business model groups with lower costs and less difficulty,as well as higher household income,higher levels of education and higher levels of social capital.

关 键 词：同群效应 农产品电商采纳 从众心理 社会学习 

分 类 号：F304.3[经济管理—产业经济]