新型农业经营主体电商认知行为差异及影响因素实证

发布时间：2018-05-04 11:28

本文选题：新型农业经营主体 + 农产品电子商务　；参考：《中国流通经济》2017年09期

【摘要】：新型农业经营主体是我国农产品电子商务发展和农业供给侧改革的核心力量。针对不同类别新型农业经营主体提供有效的政策支持和鼓励,是推动农村电商发展与农业供给侧改革的当务之急。利用有序Logistic模型,基于对湖北省823家新型农业经营主体负责人的调研,实证分析各类新型农业经营主体电商认知行为差异及影响因素发现,不同类别的新型农业经营主体电商认知行为不同,其中家庭农场、种养大户等经营主体电商认知行为强于合作社、农业企业等规模较大的经营主体,且家庭农场、种养大户电商认知行为受经营规模影响显著,不受产业种类影响,而合作社与农业企业则恰恰相反。外部因素对农业经营主体电商认知行为影响较小,但差异较大。因此,为更好地推动农村电子商务发展,不仅要着力开办农村电商技术讲坛,提升农民电商认知水平;而且要加强农村电商基础设施建设,优化技术推广环境;还要加快构建电商人才网络,拓展农业经营主体人脉交际圈。
[Abstract]:The main body of new agricultural management is the core force of the development of agricultural products e-commerce and agricultural supply-side reform. It is urgent to provide effective policy support and encouragement for different types of new agricultural management subjects to promote the development of rural e-commerce and agricultural supply-side reform. By using ordered Logistic model, based on the investigation of 823 principals in Hubei province, this paper empirically analyzes the differences in the cognitive behaviors of various new types of agricultural operators and their influencing factors. Different types of new agricultural operators have different cognitive behaviors of ecommerce, in which family farms, large farmers and other operators are better than cooperatives, agricultural enterprises and other larger operators, and family farms. The cognitive behavior of large farmers is significantly affected by the scale of operation, not by the type of industry, whereas cooperatives and agricultural enterprises are the opposite. The external factors have little influence on the cognitive behavior of agricultural management subjects, but there are great differences. Therefore, in order to promote the development of rural electronic commerce, we should not only set up the rural e-commerce technology forum, but also strengthen the rural e-commerce infrastructure construction and optimize the technology promotion environment. But also to speed up the construction of electricity business network, expand the main agricultural network network.
【作者单位】：中国农业大学经济管理学院;
【基金】：国家社会科学基金项目“新常态下新型职业农民培育机制与政策研究”(15BJY092)
【分类号】：F323.7;F724.6

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