摘要
在互联网技术与传统农业融合发展的时代背景下,农资电商方兴未艾。了解农户对在线购买农资的意愿、选择与评价,分析影响其行为的因素,是释放农村电子商务数字红利的重要一环。有鉴于此,本文依据Nicosia模型的分析范式,融入社会创新理论,利用江苏省连云港市、南京市、苏州市微观调查数据,采用二元logistic回归模型,分析农户购买渠道迁徙的全过程行为,探究其在线购买行为的影响因素。结果表明,农户购买农资的渠道迁徙行为主要包括“动机—行为—评价”三个过程。68.53%的农户知道可以在线购买农资,其中有167位农户的购买动机进一步转化为购买行为,质量、品牌和价格分别为农户网购农资时最看重的方面。受教育程度、离线商家送货上门和离线商家技术指导3个变量对农户在线购买动机转化为购买行动具有阻碍作用;性别、家庭收入、品牌丰富偏好、社交效应、基础设施建设、政策宣传、从众效应与价格敏感协同效应共7个变量则具有促进作用。因此,提出增加农村电子商务政策推广深度,注重社交效应对农户行为选择的影响,增强农户在线消费体验等建议。
Under the background of the integration of Internet technology and traditional agriculture, agricultural online input sales becomes very popular. Understanding farmers’ willingness, choice and evaluation of online purchase of agricultural inputs, and analyzing the influencing factors are important parts of releasing the “digital dividend” of rural e-commerce. Based on a micro-survey data of Lianyungang City, Nanjing City and Suzhou City of Jiangsu Province and applying the analysis paradigm of Nicosia model and the social innovation theory, this paper analyzed the behaviors of farmers’ purchase channel changes and explored the influencing factors of online purchase behaviors by the binary logistic regression model. Results show that: the changing behaviors of farmers purchasing agricultural inputs online mainly include three stages:“motivation-behavior-evaluation”. Data analysis shows that 68.53% of farmers know that they can purchase agricultural inputs online and 167 farmers proceeded from the purchasing motives to actual purchasing behaviors. Third-party platforms and professional agricultural purchasing stations are the main channels for online purchases. In terms of purchase evaluation, input quality, brand reputation, and price are the most important aspects for farmers to purchase agricultural inputs online. This research also finds that the farmers’ education level, merchant delivery services, and offline technical support have hindered the transformation from the online purchase motivation of farmers to online purchase behaviors. While 7 other variables, including gender being male, household income, brand reputation, social network influence, infrastructure construction, policy propaganda, and price-sensitive synergy, have positive influences. Therefore, this paper suggests to increase the depth of rural e-commerce policy promotion, to pay attention to the impacts of social network influence on farmers’ behavior choices, and to enhance the online consumption experience of farmers.
作者
张司飞
王琦
ZHANG Si-fei;WANG Qi(Institute of Regional and Urban-Rural Development,Wuhan University,Wuhan,Hubei 430073,China)
出处
《农业现代化研究》
CSCD
北大核心
2019年第5期793-801,共9页
Research of Agricultural Modernization
基金
中央高校基本科研业务费专项资金资助(632-413000005)
武汉大学人文社会科学青年学者学术团队建设计划(632413100001)~~
