参与意愿、网络嵌入与农户参与新型电商平台行为的研究

Study on Participation Intention, Network Embedding, and Farmers’ Behavior in Participating in New E-Commerce Platforms

摘要: 随着数字经济时代的到来，以直播电商、社交电商、社区电商为主要模式的新型电商成为了助力农产品销售的重要载体。参与意愿是影响农户参与新型电商平台的重要因素之一。本文结合网络嵌入理论，运用问卷调查法和统计分析法，探究农户的参与意愿向新型电商平台参与行为的转化路径。研究结果表明：(1) 参与意愿对参与行为有显著正向影响。(2) 结构嵌入与关系嵌入在参与意愿与参与行为之间起部分中介作用。(3) 政策激励正向调节参与意愿与参与行为之间的关系。基于以上研究结果，本文提出以下建议：一是开展针对不同农户群体的电商能力提升策略，二是提升农户的新型电商平台参与意愿，三是加强网络嵌入建设，四是加大政府的政策支持力度，以此帮助农户更好地参与新型电商平台。研究结果对提升农户的新型电商平台参与行为具有一定的指导意义。

Abstract: With the advent of the digital economy era, new e-commerce models mainly based on live streaming e-commerce, social e-commerce, and community e-commerce have become important carriers to support agricultural product sales. The willingness to participate is one of the important factors affecting farmers’ participation in new e-commerce platforms. This article combines the theory of network embedding and uses questionnaire survey and statistical analysis methods to explore the transformation path of farmers’ willingness to participate in new e-commerce platforms. The research results indicate that: (1) willingness to participate has a significant positive impact on participation behavior. (2) Structural embedding and relational embedding play a partial mediating role between willingness to participate and participation behavior. (3) Policy incentives positively regulate the relationship between willingness to participate and participation behavior. Based on the above research results, this article proposes the following suggestions: firstly, carrying out e-commerce capability enhancement strategies targeting different farmer groups; secondly, strengthening network embedding construction; thirdly, increasing government policy support; fourthly, increasing government policy support to help farmers better participate in new e-commerce platforms. The research results have certain guiding significance for enhancing the participation behavior of farmers in new e-commerce platforms.