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훐맺얩튵듳톧톧놨 2022,27(10):249-260http:∥
Journal of China Agricultural UniversityDOI:.1007-
ퟔ훷뒴튵뺭퇩폐틦폚얩뮧뗧짌닎폫싰ꎿ
췵들들1 쿄뒺욼1* 춯쟬쏉2 쪯쏧쏧1
(,커몺430070;
,커몺430079)
햪 튪 캪첽뺿ퟔ훷뒴튵뺭퇩뛔얩뮧얩닺욷뗧짌닎폫탐캪뗄펰쿬,믹폚3쪡4쿘812뮧맻얩뗄뗷닩쫽뻝,퓋폃
CMP랽램뿘훆잱퓚쓚짺탔컊쳢,쪵횤럖컶ퟔ훷뒴튵뺭퇩뛔얩뮧뗧짌닎폫탐캪뗄펰쿬,늢뷸튻늽뷸탐컈붡탔뫍틬훊
탔볬퇩。뷡맻뇭쏷:1)뗷퇐랢쿖,얩닺욷뗧짌죔뻟폐뷏듳랢햹뿕볤,%,웤훐,%
뗄뗧짌얩뮧닎폫돌뛈뗍폚1/3。2)퓚뾼싇쓚짺탔뗄쟩뿶쿂,ퟔ훷뒴튵뺭퇩뛔얩뮧뗧짌닎폫뻶닟뫍닎폫돌뛈뻹뻟폐
믽벫ퟷ폃。3)ퟔ훷뒴튵뺭퇩뛔쓐탔얩쏱뫍듳맦쒣ퟩ얩뮧뗄뗧짌닎폫뻶닟뫍닎폫돌뛈뻹뻟폐쿔훸믽벫펰쿬,뛔탂짺
듺얩쏱뫍뗍얩튵쫕죫햼뇈얩뮧뗄뗧짌닎폫뻶닟뻟폐헽쿲펰쿬。뻝듋,펦맄샸늢엠폽뻟폐럡뢻ퟔ훷뒴튵뺭퇩뗄탂듺
룟횪폅훊쟠쓪닎폫、랢햹뗧짌。늢뾼싇늻춬얩뮧뛔ퟔ훷뒴튵뺭퇩랴펦쏴룐뛈뗄닮틬,폐헫뛔탔뗘맄샸얩뮧뗧짌닎
폫。
맘볼듊 ퟔ훷뒴튵뺭퇩;뗧짌닎폫;닎폫돌뛈;얩뮧
훐춼럖샠뫅 컄헂뇠뫅 1007-4333(2022)10-0249-12 컄쿗뇪횾싫 A
Is self-employment experience beneficial to farmers’
participation in e-commerceꎿ
WANG Cuicui 1,XIA Chunin1*,TONG Qinmen2,SHI Miaomiao1
pggg
( of Economics &Management,Huazhong Agricultural University,Wuhan 430070,China;
of Economics and Business Administration,Central China Normal University,Wuhan 430079,China)
Abstract In order to explore the impact of self-employment experience on farmers’participation in agricultural
products e-commerce,based on the survey data of 812fruit farmers,in four counties of three provinces CMP method is
used to empirically analyze the impact of self-employment experience on farmers’e-commerce participation behavior.
Robustness and heterogeneity tests are then results show that:The agricultural products e-commerce
still has a lot of room for participation rate of farmers’in e-commerce is %,of which %
of e-commerce farmers have less than 1/ into account the endogeneity,the experience of self-
employment has a positive effect on the decision-making and participation of farmers in e- experience of
self-employment has a significant positive impact on the decision-making and participation of male farmers and large-
scale farmers in e-commerce,and it has a positive impact on the decision-making of e-commerce participation of new
generation farmers and farmers with low agricultural ,the new generation of high-quality youth with
rich experience in self-employment should be encouraged to participate in and develop e- addition,
considering the differences in the sensitivity of different farmers to the experience of self-employment,farmers are
encouraged to participate in e-commerce in a targeted manner.
Keywords Self-employment experience;E-commerce participation;Degree of participation;Farmer
쫕룥죕웚:2021-12-19
믹뷰쿮쒿:훐퇫룟킣믹놾뿆퇐튵컱럑쿮뷰훺쿮쒿(2662021JGPYD01)
뗚튻ퟷ헟:췵들들,늩쪿퇐뺿짺,E-mail:******@
춨톶ퟷ헟:쿄뒺욼,뷌쫚,훷튪듓쫂얩튵뺭볃뫍뺫ힼ럶욶퇐뺿,E-mail:******@:.
250훐맺얩튵듳톧톧놨2022쓪뗚27뻭
뷼쓪살,쯦ퟅ탅쾢폫춨톶벼쫵(ICT)뗄뿬쯙웕뛈。폈웤쫇ퟔ맍뒴튵뺭샺,폫뗧짌닎폫뺭펪랽쪽쿠
벰,틔ICT캪틀췐뗄얩닺욷뗧짌맣쫜맘힢。폫뒫춳쯆뛈뷏룟,뻹뻟폐돉놾뷏뗍、맦쒣뷏킡뗄쳘뗣,폫닎
쿺쫛랽쪽쿠뇈,얩닺욷뗧짌늻뷶폐훺폚복짙얩닺욷폫뗧짌쯹탨뗄짧믡췸싧뷡릹벰웤쯹짦벰뗄췸싧맘쾵
쿺쫛훐볤뮷뷚[1],쳡짽얩닺욷쇷춨킧싊,뮹폐훺폚뮺뷏캪욥엤[13]。3)ퟔ훷뒴튵뺭퇩,폈웤쫇돉릦뺭퇩,
뷢싲싴쮫랽볤뗄탅쾢늻뛔돆컊쳢,삩듳얩닺욷쫐뎡늻뷶쓜릻쳡짽얩뮧뒴튵ퟔ컒킧쓜룐,뮹쓜릻뮺뷢뗧
햼뇈[2],듙뷸얩튵뿉돖탸탔랢햹폫얩쏱퓶쫕[3]。캪짌닎폫죚좱랦뗄삧뺳,듓뛸쳡짽얩뮧뗧짌닎폫뗄
뷸튻늽듙뷸얩닺욷뗧짌랢햹,듓2012쓪훁뷱,헾뢮탅탄。틲듋,ퟔ훷뒴튵뺭퇩쓜릻쳡룟얩뮧뗧짌닎폫
돶첨뗄훐퇫튻뫅컄볾뛠듎쳡돶펦짮죫췆뷸뗧짌뷸얩룅싊폫닎폫돌뛈,뷸뛸듙뷸얩뮧탍。
듥뫍얩닺욷짏탐,췆뚯킡얩뮧폫쿖듺얩튵랢햹폐믺쯤좻폐튻킩톧헟맘힢쇋뒴튵뺭퇩퓚뗧짌뒴튵훐
쿎뷓。뻝《쓪낢샯얩닺욷뗧짌놨룦》[4]쿔쪾,뗄ퟷ폃,샽죧,퓸틚커뗈[8]랢쿖얩뮧쿈잰뒴튵뺭샺폐
2021
2020쓪컒맺얩닺욷췸싧쇣쫛뛮룟듯3975틚풪,춬훺폚뮨쒾훖횲뮧쳔놦뒴튵;헅퇞믔뗈[13]뗄퇐뺿쿔쪾
뇈퓶뎤27%。평듋뿉볻,뗧ퟓ짌컱퓚듸뚯얩닺욷짏펵폐룶쳥뮧뺭퇩뗄얩뮧뺭펪췸뗪뗄뿉쓜탔룼듳。좻
탐뷸뛸듙뷸얩쏱퓶쫕랽쏦뗄ퟷ폃폺볓쏷쿔[5-6]。좻뛸,쿖폐맘폚ퟔ훷뒴튵뺭퇩폫얩뮧뗧짌닎폫맘쾵뗄
뛸,쒿잰틀좻듦퓚튻킩뗧짌랢햹풴춶죫솦뛈뷏듳컄쿗훐퇐뺿뛔쿳벯훐퓚틔쳔놦헢튻욽첨캪틀췐뗄
떫킧맻좴쫂놶릦냫뗄뗘쟸,틔벰뷏뛠평폚훖훖풭틲튵뮧짏,쟒캴짦벰뗧짌닎폫돌뛈,헢뇭쏷ퟔ훷뒴튵뺭
늢캴닎폫뗧짌뗄얩뮧,쟒틑닎폫얩뮧뗄믱틦쟩뿶닮퇩뛔얩뮧뗧짌닎폫탐캪뗄펰쿬늢캴뗃떽돤럖뗄훘쫓
뇰뷏듳。ퟷ캪얩닺욷뗧짌뗄횱뷓뻶뚨헟뫍쪵쪩헟,폫퇐뺿,죔횵뗃짮죫첽쳖폫럖컶。듋췢,튻룶쿖쪵듦
얩뮧탐캪횱뷓맘쾵떽얩닺욷쇷춨쟾뗀뗄짽벶뫍얩듥퓚쟒뫜훘튪뗄컊쳢퓚틔췹퇐뺿훐놻뫶싔쇋,벴얩뮧
짧믡뺭볃뗄탍,틲듋,쏷컺펰쿬얩뮧뗧짌닎폫탐캪ퟔ훷뒴튵탐캪늢럇췪좫췢짺,죝틗닺짺퇹놾ퟔ톡퓱
뗄맘볼틲쯘,쫇듙뷸얩닺욷뗧짌뿬쯙컈뚨랢햹뗄욫닮컊쳢,듓뛸떼훂쒣탍늻ힼ좷맀볆,뗍맀믲룟맀쪵
훘뗣。볊킧펦。틲듋,믹폚틑폐컄쿗뗄쫡샭,퓚뗧짌뛠욽첨
쿖폐퇐뺿훷튪듓얩뮧볒춥놾�뢳、탂탍뺭펪랢햹놳뺰쿂,놾퇐뺿샻폃믱좡뗄튻쫖뗷퇐쫽뻝,퓋폃
훷쳥쪾랶듸뚯、헾뢮벰뗧짌욽첨횧돖、얩닺욷뇪ힼ릤뻟뇤솿뗄쳵볾믬뫏맽돌(CMP)랽램퓚뷢뻶잱퓚
뮯、탅쾢믱좡쟾뗀、얩닺욷쫐뎡쟩뿶뗈랽쏦뛔얩뮧뗧뗄쓚짺탔컊쳢[17]뗄믹뒡짏첽쳖ퟔ훷뒴튵뺭퇩뛔얩
짌닎폫탐캪뗄펰쿬틲쯘뷸탐첽쳖[7-11]。떫맘폚ퟔ훷뮧뗧짌닎폫뻶닟뫍잿뛈뗄펰쿬。듋췢,뛔폚늻춬얩
뒴튵뺭퇩퓚얩뮧뗧짌닎폫훐펰쿬ퟷ폃뗄맘힢퓲뷏뮧죋솦놾�뢳,ퟔ훷뒴튵뺭퇩뛔얩뮧벼쓜뫍쓜솦
짙。쯦ퟅICT벼쫵뗄뿬쯙웕벰,랢뻲뗧짌닎폫헟뗄쳡짽뗄잿뛈늻춬;뛔폚얩튵쫕죫햼뇈뫍훖횲맦쒣뗄
쓚짺뚯솦(벴룶쳥쯘훊、벼쓜뫍횪쪶뗈웳튵볒뺫짱)닮틬,얩뮧뛔얩튵짺닺뺭펪뗄틀삵돌뛈늻춬。뛸ퟔ
틑훰늽돉캪듙뷸얩뮧닎폫뗧짌、쳡룟뗧짌벨킧뗄훘훷뒴튵뺭퇩퓚헢킩늻춬좺쳥훐ퟷ폃킧맻뻹뿉쓜듦퓚
뗣[12]。ퟷ캪뗧짌닎폫헟뗄훘튪쓚짺뚯솦횮튻,ퟔ훷닮틬。틲듋,놾퇐뺿뮹듓늻춬탔뇰、늻춬듺볊、늻춬
뒴튵뺭퇩늻뷶폐훺폚럡뢻얩뮧컯훊놾、죋솦놾얩튵쫕죫햼뇈벰늻춬훖횲맦쒣4룶랽쏦뷸탐ퟔ훷뒴
뫍짧믡놾[13],뮹쓜릻삩햹탅쾢믱좡쟾뗀[8],뷏캪튵뺭퇩뛔얩뮧뗧짌닎폫탐캪펰쿬뗄틬훊탔볬퇩,틔
좫쏦뗘쪵쿖횪쪶뗄믽샛폫쓜솦뗄쳡짽[14-15],뷸뛸듙웚캪듙뷸얩뮧닎폫얩닺욷뗧짌,뷸뛸췆뚯얩튵얩듥
뷸얩뮧닎폫뗧짌、쳡룟뗧짌벨킧。뻟쳥뛸퇔,ퟔ훷뒴쿖듺뮯랢햹ퟶ돶릱쿗,늢캪쪵쪩쿠펦뻙듫쳡릩쪵횤
튵뺭퇩훷튪춨맽틔쿂3쳵슷뺶뛔얩뮧뗧짌닎폫탐캪틀뻝。
닺짺펰쿬:1)폐ퟔ훷뒴튵뺭퇩뗄얩뮧펵폐쪶뇰뫍샻
[9]1 퇐뺿랽램、쫽뻝살풴폫뇤솿톡좡
폃뒴튵믺믡뗄뺭샺,믡탎돉튻훖샓펡,뛔훜캧뮷뺳
뻟폐뷏룟쏴룐뛈[14], 퇐뺿랽램
캪쏴죱뗄쪶뇰뒴튵믺믡[15],늢룼볓뫏샭톸쯙뗘헫뛔놾퇐뺿뛔얩뮧뗧짌닎폫탐캪뗄퇐뺿훷튪냼삨쫇
얩닺욷뗧짌쫕벯탅쾢쟒뿬쯙폐킧ퟶ돶쫇럱샻폃잱퓚럱닎폫뫍닎폫돌뛈솽룶뷗뛎。뻟쳥뛸퇔,퓚뗚튻뷗
뒴튵믺믡뗄뻶닟。2)뒴튵맽뗄얩뮧쓜릻샻폃쿈잰뒴뛎훐,놾퇐뺿뗄놻뷢쫍뇤솿캪얩뮧뗄닎폫뗧짌탐캪,
튵뗄톧쾰뺭퇩뺡뿉쓜뗘뷢뻶뗧짌닎폫맽돌훐뿉쓜듦쫴폚0~1뇤솿。놾퇐뺿톡퓱뛾풪Probit쒣탍붨솢
퓚뗄컊쳢[16],듙뷸뗧짌돖탸닎폫,쳡룟뗧짌닎폫돌얩뮧쫇럱닎폫뗧짌뗄랽돌,샻폃룃랽돌뷸탐믘맩뗃:.
뗚10웚췵들들뗈:ퟔ훷뒴튵뺭퇩폐틦폚얩뮧뗧짌닎폫싰ꎿ152
떽펰쿬얩뮧뗧짌닎폫뻶닟뗄틲쯘。뻟쳥랽돌죧쿂:쎼쿘뫯쳒캪뗘샭뇪횾닺욷,럶럧쿘럯쏹듥캪얩닺
Pi*=α1iZ1i+1i(1)욷쳔놦듥,훷쿺뫯쳒。ퟛ짏,헢킩뗘쟸뻹쓜퓚튻뚨
μ
쪽훐:Pi*캪뗧짌닎폫룅싊뗄잱뇤솿,떱Pi*>0쪱,돌뛈짏랴펳쿠펦쮮맻닺튵뗄믹놾랢햹쟩뿶,뻟폐튻
뇭쏷얩뮧닎폫뗧짌,랴횮,퓲Pi*≤0,뇭쏷얩뮧캴닎뚨뗄듺뇭탔。뗚뛾듎닉폃럖닣쯦믺돩퇹뗄탎쪽뷸탐
폫뗧짌;Z1i캪펰쿬얩뮧뗧짌닎폫뻶닟뗄뿘훆뇤솿;돩퇹,틔듋살좷뚨룷룶퇹놾닉벯뗣뗄뻟쳥뗷퇐뛔쿳。
α1i캪듽맀닎쫽;μ1i캪쯦믺룉죅쿮。뻟쳥뗄퇹놾돩퇹맽돌캪:퓚쯹톡뗄쎿룶쿘룷쯦믺톡
뷓쿂살,붫뷸튻늽뾼달틑닎폫뗧짌얩뮧뗄뗧짌퓱1~3룶헲,쎿룶헲쯦믺톡2~5룶탐헾듥,쎿룶듥
닎폫돌뛈뗄펰쿬틲쯘。룃늿럖퓋폃웕춨ퟮ킡뛾돋램쯦믺톡25~35룶맻얩。뺭맽뫳웚업닩늢쳞돽맘볼
(OLS)뷸탐믘맩。듋췢,본폚놾퇐뺿뗧짌닎폫돌뛈뇤솿좱쪧퇹놾뫳릲믱뗃폐킧컊뻭812럝,컊뻭폐킧
뗄횵뷩폚0~1,쫴폚쫜쿞놻뷢쫍뇤솿,틲듋,%。
뮹퓋폃Tobit쒣탍뷸탐뢨훺。 뇤솿톡좡벰쏨쫶탔춳볆럖컶
죧쿂: 놻뷢쫍뇤솿
Yi=α2iZ2i+μ2i(2)퓚놾퇐뺿훐,얩닺욷뗧짌훷튪쫇횸얩닺욷짺닺
쪽훐:캪뗚룶얩뮧뗄뗧짌닎폫돌뛈;캪펰쿬뫳릩펦솴뮷뷚짏뗄뗧ퟓ짌컱믮뚯[9,18]。놾퇐뺿뗄뫋
YiiZ2i
얩뮧뗧짌닎폫돌뛈뗄뿘훆뇤솿;α2i캪듽맀닎쫽;μ2i탄뷢쫍뇤솿캪뗧짌닎폫뻶닟뫍뗧짌닎폫돌뛈,퓚컊
캪쯦믺룉죅쿮。뻭훐,틔“쓺볒쫇럱닎폫뗧짌쿺쫛얩닺욷(닎폫랽쪽
쫽뻝살풴냼삨:①냼몬떱뗘뗧짌욽첨퓚쓚뗄뗚죽랽ퟔ펪췸뗪;
놾퇐뺿닉좡뛾듎돩퇹램뷸탐쫽뻝쫕벯。웤훐,②캢짌、캢탅엳폑좦벰QQ뿕볤;③횱능뗧짌욽첨;
뗚튻듎돩퇹캪럇룅싊돩퇹,쒿뗄쫇좷뚨퇹놾뗄닉벯④톧짺듺샭뗧짌쿺쫛;⑤짧쟸췅릺)ꎿ죴쫇,쓇얩닺
뗘뗣。뿎쳢ퟩ폚2020쓪10—12퓂벰2021쓪4—6욷뗧짌쿺쫛쫕죫햼얩닺욷ퟜ쿺쫛쫕죫뗄햼뇈캪
퓂짮죫뫾놱쪡맩쿘、짂컷쪡쎼쿘뫍럶럧쿘벰즽뚫”쳥쿖。뇭1룸돶쇋룷쿘쟸쫜럃얩뮧뗄뗧짌닎
쪡욽틘쿘뷸탐뗷퇐。뫾놱맩쪢닺료,놻폾캪“훐폫쟩뿶。뿉틔랢쿖,캴닎폫뗧짌뗄퇹놾얩뮧햼뇈캪
맺웪돈횮쿧”,즽뚫욽틘뗄커첨믆쳒샺쪷폆뻃,%;%。
캪“훐맺믆쳒횮쿧”,솽헟뻹캪뗘샭뇪횾닺욷。짂컷웤훐,%뗄쮮맻훖횲뮧뗄뗧짌닎폫돌뛈①퓚
쪡뫯쳒훖횲맦쒣캻뻓좫맺쫗캻,뛸쎼쿘뫍럶럧쿘1/3틔쿂。평듋뿉볻,얩뮧얩닺욷뗧짌죔뻟폐뷏듳
웸뫲쫊틋,췁죀럊컖,쫇뫯쳒뗄ퟮ병닺쟸횮뛾,쟒랢햹뿕볤。듋췢,컞싛내헕얩뮧뗧짌닎폫싊뮹쫇뗧
뇭1 뗷닩뗘쟸쫜럃얩뮧뗧짌닎폫쟩뿶
Table 1 The e-commerce participation of the interviewed farmers in the survey area
캴닎폫뗧짌뗍닎폫돌뛈룟닎폫돌뛈
쟸폲 쿮쒿뫏볆
No participation inLow level ofHigh level of
Region ItemTotal
e-commerceparticipationparticipation
맩쿘뮧쫽146 64 95 305
Zigui County햼뇈/% 100
럶럧쿘/쎼쿘뮧쫽91 98 86 275
Fufeng/Mei County햼뇈/% 100
욽틘쿘뮧쫽177 42 13 232
Pingyi County햼뇈/% 100
뮧쫽414 205 193 812
뫏볆Total
햼뇈/% 100
①뗧짌닎폫돌뛈쫇횸얩닺욷뗧짌쿺쫛쫕죫햼얩닺욷ퟜ쿺쫛쫕죫뗄뇈샽;춬쪱붫뗧짌닎폫돌뛈킡폚1/3뗄뮮캪뗍닎폫돌뛈,붫듳폚뗈폚
1/3뗄뮮캪룟닎폫돌뛈。:.
252훐맺얩튵듳톧톧놨2022쓪뗚27뻭
짌닎폫돌뛈뷸탐업탲,뻹쫇짂컷쪡럶럧쿘뫍쎼쿘ퟮ헷랽쏦,톡좡탔뇰、쓪쇤、톧샺뫍럧쿕욫뫃4룶뇤솿;
룟,뫾놱쪡맩쿘듎횮,즽뚫쪡욽틘쿘ퟮ뗍。2)얩뮧놾�뢳랽쏦,톡좡얩튵쫕죫햼뇈、얩튵샍뚯
뫋탄뷢쫍뇤솿솦쫽솿、퓔엠쏦믽、헾훎짭럝벰뫏ퟷ짧돉풱5룶뇤
놾퇐뺿뗄뫋탄뷢쫍뇤솿캪ퟔ훷뒴튵뺭퇩。퇹놾솿。3)뮥솪췸웕벰랽쏦,톡좡뮥솪췸탅쾢믱좡욵싊
춳볆뷡맻쿔쪾,폐12%뗄놻럃얩뮧퓚닎폫뗧짌횮잰뫍췸릺뺭샺2룶뇤솿;4)췢늿뮷뺳랽쏦,톡좡뗧짌헾
폐맽ퟔ훷뒴튵뺭샺。닟쇋뷢돌뛈뫍뿬뗝뇣뷝탔2룶뇤솿,늢틔욽틘쿘캪
뿘훆뇤솿믹ힼ짨훃2룶뗘쟸탩쓢뇤솿。듋췢,놾퇐뺿뮹짨훃
뷨본틑폐퇐뺿돉맻[7-10,19-20],놾퇐뺿붫듓틔쿂4쇋탖뗜뷣쏃쫽솿ퟷ캪릤뻟뇤솿。놾퇐뺿쯹짦벰떽뗄
룶랽쏦톡좡뛠룶뇤솿ퟷ캪뿘훆뇤솿:1)얩뮧룶쳥쳘쯹폐뻟쳥뇤솿벰웤뒦샭랽램볻뇭2。
뇭2 뇤솿뗄쏨쫶탔춳볆
Table 2 Descriptive statistics of variables
뇤솿 뇤솿뚨틥벰뢳횵뻹횵뇪ힼ닮
Variable Definition and assignmentMeanS E
뗧짌닎폫뻶닟쫇럱닎폫얩닺욷뗧짌ꎿ1=쫇,0=
E-commerce participation in
틲뇤솿decision-making
Dependent
Level of participation in죫훐뗄햼뇈
e-commerce
ퟔ뇤솿
ퟔ훷뒴튵뺭퇩(닎폫뗧짌횮잰)
Independent
Self-employment experience1=쫇,0=럱
variable
탔뇰Sex 1=쓐,0=
쓪쇤Age쫜럃얩뮧쪵볊쓪쇤/
톧샺Edu 1=킡톧벰틔쿂,2=돵훐,3=룟훐、훐、
벼킣믲횰룟,4=뿆,5=놾뿆벰틔짏
럧쿕욫뫃Risk preference 1=럧쿕맦뇜,2=럧쿕훐탔,3=
The number of agricultural
laborers
Agricultural revenue share
퓔엠쏦믽Cultivation area쪵볊룻뗘쏦믽/
뿘훆뇤솿
헾훎짭럝Political identity볒훐쫇럱폐듥룉늿、
Control
1=쫇,0=럱
variables
뫏ퟷ짧돉풱쫇럱볓죫얩쏱
Cooperative member1=쫇,0=럱:.
뗚10웚췵들들뗈:ퟔ훷뒴튵뺭퇩폐틦폚얩뮧뗧짌닎폫싰ꎿ253
뇭2(탸)
뇤솿 뇤솿뚨틥벰뢳횵뻹횵뇪ힼ닮
Variable Definition and assignmentMeanS E
뮥솪췸탅쾢믱좡욵싊쪹폃쫖믺、뮥솪췸뗈믱뗃짺닺쿺쫛탅쾢뗄
Internet access frequency욵싊:
1=듓늻,2=얼뛻,3=튻냣,4=뺭뎣,
5=욵랱
췸릺뺭샺쓺볒폐죋뷸탐맽췸릺싰:
Online shopping experience1=듓늻;2=믹놾늻;3=얼뛻;4=뇈뷏욵
랱;5=럇뎣욵랱
뿬뗝뇣뷝탔떱뗘뿬뗝컯쇷췸뗣뛠,
Express Convenience1=쫇,0=럱
헾닟쇋뷢돌뛈뛔뗧짌쿠맘헾닟뗄쇋뷢돌뛈:
Policy knowledge1=늻쇋뷢,2=뷏늻쇋뷢,3=튻냣,4=쇋
뷢=;5=럇뎣쇋뷢
릤뻟뇤솿탖뗜뷣쏃쫽솿놻럃컊맻얩뗄탖뗜뷣쏃쫽솿:
InstrumentalNumber of siblings1=뛀짺ퟓ얮;2=1~2룶;
variable3=3~4룶;4=5룶벰틔짏
쾵쇐뻶뚨얩뮧ퟔ훷뒴튵뺭퇩뗄춬쪱튲펰쿬맻얩뗧짌
2 쪵횤럖컶
닎폫탐캪뻶닟폫잿뛈뗄뇤솿;틔벰틅슩훘튪뷢쫍뇤
본폚룷뷢쫍뇤솿횮볤뿉쓜듦퓚쓚늿쿠맘탔,죴솿뗈컊쳢。틲듋,닎뾼슳잿뗈[21]뗄ퟶ램,닉폃믹폚
쿠맘탔뷏퇏훘,퓲믡떼훂맀볆뷡맻닺짺뷏듳욫닮。벫듳쯆좻맀볆뗄쳵볾믬뫏맽돌(CMP)랽램뷸탐쓚
틲듋,퓚뛔쒣탍뷸탐믘맩럖컶횮잰,놾퇐뺿쿈뷸탐룷짺탔볬퇩。틀뻝릤뻟뇤솿뗄톡퓱쳵볾②,뺭맽뛠듎
뇤솿뗄뛠훘릲쿟탔볬퇩。튻냣쟩뿶쿂,죧맻VIF>늻춬릤뻟뇤솿뗄뎢쫔,ퟮ훕뷨본ퟞ뷜쇡뗈[17]뗄퇐
10,퓲죏캪듦퓚룟뛈릲쿟탔。ퟛ뫏좫늿맀볆뷡맻뾴,,。
뺿톡좡탖뗜뷣쏃쫽솿ퟷ캪릤뻟뇤솿톡좡풭틲
룷룶횸뇪뗄VIF뻹풶킡폚10,룷ퟔ뇤솿횮볤뗄릲쿟
죧쿂:뒴튵헟쓪쇤뷡릹돊쿖쓪쟡뮯쟷쫆,탂짺듺얩
쿠맘돌뛈퓚뫏샭랶캧횮쓚。떫쿞폚욪럹,룃늿럖믘[17]
쏱훰늽돉캪얩쏱릤벰얩쏱뒴튵헟뗄훷튪좺쳥。
맩뷡맻늢캴햹쪾。좻뫳,퓋폃Probit믘맩쒣탍、
춬쪱,쯦ퟅ짺믮쮮욽뗄쳡룟뫍뒫춳짺폽맛쓮뗄룄
OLS쒣탍뫍CMP쒣탍첽쯷펰쿬얩뮧뗧짌닎폫탐캪
①뇤,볓횮1982쓪볆뮮짺폽헾닟뗄헽쪽쪵쪩,컒맺
뻶닟뫍잿뛈뗄맘볼틲쯘。
돇쫐뫍얩듥뻓쏱뗄짺폽싊뻹뾪쪼쏷쿔쿂붵,늢탎
얩뮧뗧짌닎폫뻶닟뫍닎폫돌뛈뗄믘맩럖컶
뇭믣놨쇋얩뮧뗧짌닎폫뻶닟뗄뫍돉뎤웚쟷쫆,헢튻쟷쫆폫탖뗜뷣쏃쫽솿뗄복짙횱
3Probit
CMP믘맩뷡맻,틔벰믹폚CMP쒣탍뗄뇟볊킧펦맀뷓쿠맘,뿉볻탖뗜뷣쏃쫽솿폫얩뮧ퟔ훷뒴튵탐캪
볆뷡맻。뇭4쿔쪾쇋얩뮧뗧짌닎폫돌뛈뗄OLS폫쿠맘탔뷏잿。뛸얩뮧뗧짌닎폫ퟷ캪튻훖얩튵쿺쫛
CMP믘맩뷡맻。쫂쪵짏,얩뮧ퟔ훷뒴튵뺭퇩뿉쓜듦벼쫵뗄닉쓉,룃릤뻟뇤솿늻믡횱뷓뛔웤닺짺펰쿬。
퓚죧쿂쓚짺탔컊쳢:ퟔ톡퓱욫닮컊쳢,벴뿉쓜듦퓚튻놾퇐뺿뷸튻늽릹붨솽룶볲떥믘맩쒣탍살볬퇩릤뻟
①탨튪쮵쏷뗄쫇,놾퇐뺿퓚뷸탐쪵횤횮잰퓋폃Heckman퇹놾톡퓱쒣탍믘맩뗄뷡맻쿔쪾,쓦쏗뛻쮹뇈싊(λ),P횵캪
,캴춨맽쿔훸탔볬퇩,뇭쏷놾퇐뺿뗄퇹놾늻듦퓚톡퓱탔욫컳컊쳢,펦횱뷓럖뷗뛎뷸탐믘맩。
②벴펰쿬쓚짺뇤솿,뛸늻뛔놻뷢쫍뇤솿횱뷓닺짺펰쿬。:.
254훐맺얩튵듳톧톧놨2022쓪뗚27뻭
뇤솿뗄췢짺탔뫍쿠맘탔。뷡맻랢쿖,“탖뗜뷣쏃쫽ퟣ쿠맘탔튪쟳。듋췢,뇭3뫍4훐CMP쒣탍뻹퓚
솿”뛔얩뮧뗧짌닎폫뗄횱뷓펰쿬캴춨맽쿔훸탔볬10%뗄쿔훸탔쮮욽쿂춨맽쇋atanhrhoꏟ12볬퇩,뇭
퇩,벴캴랢쿖업쯻탔튪쟳늻싺ퟣ;뛸“탖뗜뷣쏃쫽쏷쪹폃CMP랽램맀볆뇈폃Probit뫍OLS랽램맀
솿”뛔ퟔ훷뒴튵뺭퇩뗄펰쿬춨맽쿔훸탔볬퇩,벴싺볆룼뻟폐폅쫆,릤뻟뇤솿뗄쪹폃쫇폐킧뗄。
뇭3 얩뮧뗧짌닎폫뻶닟펰쿬틲쯘뗄믘맩뷡맻
Table 3 Regression results of factors influencing farmers’participation decision-making in e-commerce
쒣탍1Model 1:쒣탍2Model 2:
뇤솿 Probit modelCMP model
Variable 쾵쫽컈붡뇪ힼ컳쾵쫽컈붡뇪ힼ컳뇟볊킧펦
CoefficientRobust S ECoefficientRobust S EMarginal effect
ퟔ훷뒴튵뺭퇩***
Self-employment experience
탔뇰Sex
쓪쇤Age- - -
톧샺Edu *** ***
럧쿕욫뫃Risk preference *** ***
얩튵샍뚯솦쫽솿****
Number of agricultural laborers
얩튵쫕죫햼뇈Agricultural revenue share
퓔엠쏦믽Cultivation area- - -
헾훎짭럝Political identity *** ***
뫏ퟷ짧돉풱Cooperative member
뮥솪췸탅쾢믱좡욵싊******
Internet access frequency
췸릺뺭샺Online shopping experience *** ***
뿬뗝뇣뷝탔Express convenience *** ***
헾닟쇋뷢돌뛈Policy knowledge *** ***
뗘쟸탩쓢뇤솿(틔욽틘쿘캪믹ힼ)
맩쿘Zigui County-***-***-
럶럧쿘/쎼쿘Fufeng/Mei County-***-***-
뎣쫽Constant-***-***
atanhrhoꏟ12-*
Wald chi
Log pseudo likelihood--
힢:*、**、***럖뇰뇭쪾퓚10%、5%뫍1%쮮욽짏쿔훸。쿂춬。
Note:*,**and***indicate significant at 10%,5%and 1%levels, same :.
뗚10웚췵들들뗈:ퟔ훷뒴튵뺭퇩폐틦폚얩뮧뗧짌닎폫싰ꎿ255
뇭4 얩뮧뗧짌닎폫돌뛈펰쿬틲쯘뗄믘맩뷡맻
Table 4 Regression results of factors influencing the level of e-commerce participation of farmers
쒣탍3Model 3:쒣탍4Model 4:
뇤솿 OLS regressionCMP model
Variable 쾵쫽컈붡뇪ힼ컳쾵쫽컈붡뇪ힼ컳
CoefficientRobust S ECoefficientRobust S E
ퟔ훷뒴튵뺭퇩Self-employment experience **
탔뇰Sex
쓪쇤Age- -
톧샺Edu
럧쿕욫뫃Risk preference *** ***
얩튵샍뚯솦쫽솿Number of agricultural laborers- -
얩튵쫕죫햼뇈Agricultural revenue share- -
퓔엠쏦믽Cultivation area- -
헾훎짭럝Political ** **
뫏ퟷ짧돉풱Cooperati