陕西省农民参与农村电商意愿的影响因素研究

Study on the Influencing Factors of Farmers’ Willingness to Participate in Rural E-Commerce in Shaanxi Province

摘要: 互联网技术的普及推动了电子商务的迅猛发展，农村电商已经成为促进农村经济增长和提升农民收入的新动力源泉。然而，农民参与农村电商的意愿受到多个因素的影响。本研究旨在探讨影响陕西省农民参与农村电商意愿的影响因素，主要选取个体基本因素、人脉资源因素、外部环境因素3个方面，探究陕西省农民是否愿意参与农村电商活动，并且哪些因素影响农民决策。研究结果表明：第一，农民的文化程度、网络购物行为、相关电商政策、农村电商培训频次、社交互动、附近快递站点数、农村公路建设情况7种变量对农民参与农村电商产生显著的正向影响；第二，农民的年龄则呈现显著负向影响；第三，性别与担任村干部情况2种变量没有显著影响。基于结论提出提升个体能力，激发电商潜能、拓展人脉资源，强化社交互动、优化外部环境，助力电商发展的相关建议，为提高陕西省农民参与农村电商的积极性提供理论依据和实践指导。

Abstract: The proliferation of internet technology has propelled the rapid development of e-commerce, and rural e-commerce has become a new driving force for promoting rural economic growth and increasing farmers’ income. However, the willingness of farmers to participate in rural e-commerce is influenced by various factors. This study aims to explore the influencing factors on the willingness of farmers in Shaanxi Province to participate in rural e-commerce, mainly selecting three aspects: individual basic factors, networking resources factors, and external environmental factors, to investigate whether farmers in Shaanxi Province are willing to participate in rural e-commerce activities and which factors affect farmers’ decision-making. The research results show that: First, seven variables including farmers’ educational level, online shopping behavior, related e-commerce policies, frequency of rural e-commerce training, social interaction, number of nearby express delivery stations, and the construction of rural roads have a significant positive impact on farmers’ participation in rural e-commerce; Second, farmers’ age shows a significant negative impact; Third, gender and whether farmers hold positions as village officials are two variables that do not have a significant impact. Based on the conclusions, suggestions are proposed to enhance individual capabilities, stimulate e-commerce potential, expand networking resources, strengthen social interaction, optimize the external environment, and support the development of e-commerce, providing theoretical basis and practical guidance for increasing the enthusiasm of farmers in Shaanxi Province to participate in rural e-commerce.