| 周勋章,路 剑.资源禀赋、电商认知与家庭农场主电子商务采纳行为[J].西北农林科技大学学报(社会科学版),2020,20(4):111~120 |
| 资源禀赋、电商认知与家庭农场主电子商务采纳行为 |
| Resource Endowment,E commerce Cognition and Family Farms’ E commerce Adoption Behavior |
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| DOI： |
| 中文关键词: 资源禀赋 电商认知 政府扶持 电子商务行为 样本选择模型 |
| 英文关键词:resource endowment e commerce cognition government support e commerce behavior sample selection model |
| 基金项目:农业农村部委托课题(041821301122441005);河北省教育厅2015年人文社会科学研究重大课题(ZD201516);河北省生猪创新团队产业经济岗位课题(HBCT2018110301) |
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| 中文摘要: |
| 基于河北、江西和云南3省893个家庭农场调研数据,研究了资源禀赋、电商认知、政府扶持对家庭农场主电子商务采纳行为的影响机理。结果表明:资源禀赋中的家庭农场主受教育程度、电商培训和农产品特色明显程度对其电子商务行为采纳及采纳程度有显著正向影响;年龄、注册品牌、绿色或有机认证、产品深加工对采纳程度有显著正向影响;组织化和电商认知对电子商务采纳行为有显著正向影响;政府扶持对电子商务行为采纳具有显著正向影响,且对资源禀赋、电商认知 电子商务行为采纳及采纳程度关系中有正向调节效应。在此基础上,提出培育农产品电商品牌,提升农场主电商运营能力,创新电商经营模式和提高家庭农场组织化程度等建议。 |
| 英文摘要: |
| Based on survey data from 893 family farms in Hebei,Jiangxi,and Yunnan provinces,the influence mechanism of resource endowment,e commerce awareness,and government support on e commerce adoption behavior of family farms were studied.The results show that:The degree of education in resource endowment,e commerce training, and the obvious degree of product characteristics had significant positive impact on their adoption behavior and adoption degree of e commerce;age,registered brands,green or organic certification,and product deep processing had significant positive impact on their adoption degree;organization and farmers’ e commerce awareness had significant positive impact on their adoption behavior;while government support had not only significant positive impact on their adoption behavior,but also positive regulatory effect on the relationship between resource endowment,e commerce cognition,e commerce adoption behavior and degree.On this basis,four suggestions were put forward,such as cultivating agricultural product e commerce brands,improving farmers’ e commerce operation capabilities,innovating e commerce business models,and improving the organization of family farms. |
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