先前经验、社会资本与农户电商采纳行为

本文以同一地区、相同产业的农户为研究对象,考察其先前经验、社会资本与电商采纳行为之间的逻辑关系,在已有文献基础上提出若干研究假说,利用江苏省沭阳县895个花木农户的问卷调查数据,采用工具变量法和中介效应模型进行实证检验。结果表明,先前工作经历抑制农户采纳电子商务,先前创业经历和先前培训经历促进农户采纳电子商务,社会资本不仅直接促进农户采纳电子商务,而且在"先前创业经历—农户电商采纳行为"和"先前培训经历—农户电商采纳行为"的正向关系中发挥部分中介作用。政府应在遵循农户电商采纳行为规律以及尊重农户主观意愿的前提下,通过孵化电商带头人,举办电商技能培训,搭建创业经验交流平台,合理引导农户参与电商创业。

Previous Experience,Social Capital and Smallholders' E-commerce Adoption

Focused on smallholders in the same region and industry,this paper aims to examine the relationship among previous experience,social capital and smallholders’ e-commerce adoption.Based on the existing literature,this paper proposes several hypotheses and conducts an empirical study using the instrumental variable approach and mediating effect model.The data was collected from 895 rural households who plant flowers and trees in Shuyang County,Jiangsu Province. We find that previous work experience has a negative influence,while previous entrepreneurial experience,previous training experience,and social capital have positive effects on smallholders’ e-commerce adoption behavior. Besides,social capital plays a partial intermediate role in both previous entrepreneurial experience and smallholders’ e-commerce adoption,and previous training experience and smallholders’ e-commerce adoption.On the premise of following the behavior rules of smallholders’ e-commerce adoption and respecting their own wishes,the government could reasonably guide farmers to engage in e-commerce entrepreneurship through incubating e-commerce leaders,providing e-commerce skills training,and establishing entrepreneurial experience exchange platforms.