锦屏县林下种植参与电商销售的现状与影响因素分析

Analysis of the Current Situation and Influencing Factors of E-Commerce Participation in Understory Cultivation in Jinping County

摘要: 本研究以贵州省锦屏县329户林下种植农户为样本，采用实地问卷调查和Logit模型，系统探讨了农户参与电商销售的影响因素及其作用机制。结果表明，耕地面积和是否接受电商培训是显著影响农户参与电商销售的关键变量，培训经历可显著提升参与概率和销售绩效；而电商认知虽呈正向关系，但未表现出统计显著性，提示认知行为转化存在障碍。稳健性检验进一步通过电商销售额验证了结果的可靠性。研究从资源禀赋、人力资本和行为认知等维度出发，揭示了当前农村电商推广的重点与难点，并提出相应的政策建议，为山区特色农业的数字化转型与农民增收路径提供实证支持。

Abstract: This study investigates the influencing factors and mechanisms of farmers’ participation in e-commerce sales, using survey data from 329 understory planting households in Jinping County, Guizhou Province. Based on a field survey and a Logit regression model, the results show that cultivated land area and participation in e-commerce training are significant determinants of farmers’ engagement in online sales. Training experiences significantly increase both the likelihood of participation and actual sales performance. Although e-commerce awareness has a positive correlation, it is not statistically significant, indicating a gap between cognition and behavioral transformation. Robustness checks using e-commerce sales volume confirm the reliability of the findings. By examining dimensions such as resource endowment, human capital, and behavioral cognition, this study identifies key drivers and barriers to rural e-commerce development and provides policy recommendations. The findings offer empirical support for the digital transformation of agriculture and income enhancement in mountainous regions.