摘要
电子商务为农户有效对接大市场、实现与现代农业有机衔接提供了新的途径。为掌握农户在生产经营中采纳电商的特点,探索农户参与电商的有效路径,基于中国农业科学院农业信息研究所农业农村信息速调平台,针对1 009个种植业农户的问卷调研,分析农户在农业生产经营中采纳电子商务的特征,运用二元Logistic模型分析影响农户采纳电子商务的主要因素。研究结果显示:农户销售农产品多采用线上线下多元化渠道,61.5%的农户直接或间接利用电商渠道营销农产品,11.8%的农户将电商作为农产品销售主渠道之一,2.6%的农户主要依赖电商渠道销售农产品;69.2%的农户通过电商渠道购买过农资。物流成本高、产品品牌化程度低、生产规模小制约了农户通过电商渠道销售农产品;配送能力弱、产品信任度低制约农户通过电商渠道购买农资;受教育程度、生产规模、加入合作社正向促进农户在产销经营中采纳电子商务。基于此,建议充分发挥合作社带动作用,加强农产品区域公共品牌建设,强化农户教育培训和人才引进,促进更多农户采纳电子商务。
E-commerce provides a new path for farmers to effectively connect with the big market and achieve organic connection with modern agriculture.In order to grasp the characteristics of farmers adopting e-commerce in production and marketing operation,and explore effective ways for farmers to participate in e-commerce,based on a questionnaire survey of 1 009 planting farmers by the Agricultural and Rural Speed Survey Platform of Agricultural Information Institute of CAAS,the characteristics of farmers adopting e-commerce in agricultural production and marketing operation were analyzed,and the main factors influencing farmers’ adoption of e-commerce were analyzed by using the binary Logistic model.The research results showed that:farmers sell agricultural products through online and offline diversified channels,61.5%of farmers directly or indirectly use e-commerce channels to market agricultural products,11.8% of farmers use e-commerce as one of the main channels for agricultural product sales,2.6% of farmers mainly rely on e-commerce channels to sell agricultural products,69.2% of farmers have purchased agricultural materials through e-commerce channels.High logistics costs,low product branding and small production scale restrict farmers from selling agricultural products through e-commerce channels.Weak distribution capability and low product trust restrict farmers from purchasing agricultural materials through e-commerce channels.Education,production scale and membership in cooperatives are promoting farmers’ adoption of e-commerce in production and marketing operation.Based on this,it was suggested to give full play to the leading role of cooperatives,strengthen the construction of regional public brands of agricultural products,strengthen education and training of farmers and the introduction of talents,and promote more farmers to adopt e-commerce.
作者
高丙超
赵俊晔
Gao Bingchao;Zhao Junye(Agricultural Information Institute of CAAS,Beijing 100081)
出处
《农业展望》
2022年第11期128-134,共7页
Agricultural Outlook
基金
中国农业科学院农业信息研究所科技创新工程项目“农产品电商高质量发展路径研究”(CAAS-ASTIP-2016-AII)。
