摘要
在"互联网+"战略指引下,农户电商创业成为乡村振兴的重要推动力。尝试将互联网嵌入、农户社会资本同时纳入农户电商创业决策分析框架,在阐释其理论机制的基础上,基于黔渝两地350份创业农户的微观调查数据,运用Probit模型和中介效应模型,实证检验互联网嵌入对农户电商创业渠道选择的影响以及社会资本在该影响中的中介作用。结果表明:第一,互联网嵌入能显著影响农户电商创业渠道的选择,社会资本不仅直接影响农户电商创业渠道的选择,而且通过社会资本的遮掩效应反映出互联网嵌入对农户电商创业渠道选择的间接效应。第二,互联网嵌入对社会资本有直接正向影响,随着互联网嵌入后农户社会资本的增加,农户更倾向于选择自主型电商创业渠道,而社会资本不足的农户倾向于选择合作型电商创业渠道。基于此,提出如下政策建议:加快农村信息基础设施与智能终端建设,加强农村电商技能培训并提高农户互联网应用能力,完善农户社会资本并拓宽网络信息渠道,强化农户自主电商创业渠道等。
Under the guidance of the“Internet+”strategy,rural households’e-commerce entrepreneurship has become an important driving force for rural revitalization.Attempt to incorporate the Internet embedding and farmers’social capital into the analysis framework of farmers’e-commerce entrepreneurship decision-making.On the basis of explaining its theoretical mechanism,based on the micro-survey data of 350 entrepreneurial farmers in Guizhou and Chongqing,using the Probit model and the intermediary effect model to empirically test the influence of Internet embedding on the choice of farmers’e-commerce entrepreneurship channels and the impact of social capital.The mediating role is in the middle.The results show that:first,Internet embedding can significantly affect the choice of e-commerce entrepreneurship channels for farmers.Social capital not only directly affects the choice of farmers’e-commerce entrepreneurship channels,but also reflects the indirect effect of Internet embedding on the choice of farmers’e-commerce entrepreneurship channels through the masking effect of social capital;second,Internet embedding has a direct positive impact on social capital.With the increase in social capital of farmers after the Internet is embedded,farmers are more inclined to choose independent e-commerce entrepreneurial channels,while farmers with insufficient social capital tend to choose cooperative e-commerce entrepreneurship.Based on this,the following policy recommendations are put forward:speed up the construction of rural information infrastructure and smart terminals,strengthen rural e-commerce skills training and improve farmers’Internet application capabilities,improve farmers’social capital,expand online information channels,and strengthen farmers’independent e-commerce entrepreneurship channels.
作者
宋瑛
杨露
宋帅
Song Ying;Yang Lu;Song Shuai(Research Center for Economy of Upper Reaches of the Yangtse River,Chongqing Technology and Business University,Chongqing 400067;School of Business Administration,Northeast University of Finance and Economics,Dalian,Liaoning 116025)
出处
《宁夏社会科学》
CSSCI
2021年第6期169-179,共11页
NingXia Social Sciences
基金
国家社会科学基金项目“基于农户福利增长的农产品电子商务发展机制与模式研究”(项目编号:17BJY143)
东北财经大学博士后科研资助项目“基于农户福利增长的农产品电子商务发展机制与模式研究”(项目编号:BSH201711)
重庆工商大学长江上游经济研究中心商贸流通团队(项目编号:CJSYTD201701)资助。
关键词
电商创业
互联网嵌入
社会资本
创业渠道
farmers’e-commerce entrepreneurship
Internet embedding
social capital
entrepreneurial channels
