提升乡村居民金融素养的影响机制研究——基于大学生宣讲活动的实证分析

Research on the Influence Mechanism of Improving the Financial Literacy of Rural Residents—Based on the Empirical Analysis on College Students’ Propaganda Activities

摘要: 乡村振兴战略的实施，关键在于推动城乡经济一体化的深入发展。与此同时，随着金融市场的日新月异，金融知识的价值愈发凸显。本文结合实地调研情况以及文献研读，通过多元有序逻辑回归分析方法揭示了金融宣讲活动对参与者金融素养水平的影响及其机制。结果表明，宣讲活动的质量和效果、乡村地区金融环境以及参与者的参与意愿等因素均对金融素养水平具有显著影响，而后提出通过精心策划宣讲内容、打造专业讲师团队、多渠道普及金融服务知识以及建立长效机制等措施。

Abstract: The key to the implementation of the rural vitalization strategy lies in promoting the in-depth development of urban and rural economic integration. At the same time, with the rapid development of financial markets, the value of financial knowledge becomes increasingly prominent. Combined with the field research and literature study, this paper reveals the influence and mechanism of financial publicity activities on participants’ financial literacy level through multiple and orderly logical regression analysis method. The results show that the quality and effect of the publicity activities, the financial environment in rural areas and the willingness of participants have a significant impact on the level of financial literacy. After that, measures are proposed by carefully planning the publicity content, building a team of professional lecturers, popularizing financial service knowledge through multiple channels and establishing a long-term mechanism.