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数字技能如何影响农民电商参与行为?——基于信息获取的中介效应分析
蒋洁洁,青平*,蔡炜炜,黄帆
0
(华中农业大学 经济管理学院,武汉 430070)
摘要:
为探究数字技能对农民电商参与行为的影响及作用机制,基于2020年中国乡村振兴综合调查(CRRS)数据,立足“手段-自由-成就”的可行信息能力理论,构建“数字技能-信息获取-电商参与”的理论分析框架,采用二元Probit、Tobit和中介效应等分析方法,从信息获取的中介视角实证检验数字技能对农民电商参与决策及程度的影响,并进行稳健性检验和异质性分析。结果表明:1)数字技能对农民电商参与决策和程度均具有显著正向影响;2)信息获取在数字技能对农民电商参与决策和程度的影响中存在部分中介效应,中介效应占总效应的比重分别为11.76%和11.73%;3)数字技能对收入水平较高、受教育水平较高的农民,电商参与决策和参与程度的正向影响更为显著。政府应从有效提升农民数字技能水平,稳步实现信息获取自由,加强关注农民内部分化3方面提升农民电商参与率和程度。
关键词:  数字技能  电商参与决策  电商参与程度  信息获取
DOI:10.11841/j.issn.1007-4333.2024.04.07
投稿时间:2023-09-01
基金项目:国家社会科学基金重大项目(22&ZD079);中国工程院战略咨询课题(2022-xbzd-12-04);国家藻类产业技术体系(CARS-50)
How do digital skills affect farmers’ e-commerce participation behavior? A mediation effect based on information acquisition
JIANG Jiejie, QING Ping*, CAI Weiwei, HUANG Fan
(College of Economics and Management, Huazhong Agricultural University, Wuhan 430070, China)
Abstract:
In order to explore the influence and mechanism of digital skills on farmers’ e-commerce participation behavior, based on the data of the 2020 China Rural Revitalization Comprehensive Survey (CRRS) and the feasible information capability theory of ‘Means-Freedom-Achievement’, the theoretical framework of ‘Digital skills-Information acquisition-E-commerce participation’ was constructed. The binary Probit, Tobit and intermediary effect analysis methods were adopted to empirically test the impact of digital skills on the decision-making and degree of farmers’ e-commerce participation from the perspective of information acquisition mediation. Robustness test and heterogeneity analysis were conducted. The results showed that: 1) Digital skills had a significant positive impact on farmers’ e-commerce participation in decision-making and degree; 2) There were some intermediary effects in the impact of digital skills on farmers’ e-commerce participation decision-making and degree, and the proportions of intermediary effects to the total effect were 11.76% and 11.73%, respectively; 3) Digital skills displayed more significant positive effects on farmers with higher income level and higher education level, and the positive effects on e-commerce participation in decision-making and the degree of participation were more significant. In conclusion, the government should increase the participation rate and degree of farmers’ e-commerce in three aspects as follows: Effectively improving the level of farmers’ digital skills, steadily realizing freedom of information access, and strengthening attention to the internal segmentation of farmers.
Key words:  digital skills  e-commerce participation in decision-making  the degree of e-commerce participation  access to information