资本禀赋、风险感知对果农电商采纳行为影响的研究
Research on the Influence of Capital Endowment and Risk Perception on Fruit Farmers'E-commerce Adoption Behavior
张淑滨 1郑纪芳1
作者信息
- 1. 山东农业大学经济管理学院, 山东泰安 271018
- 折叠
摘要
基于山东省滨州市沾化区实地调研数据,运用二元Logit模型和熵权法,检验资本禀赋、风险感知对果农电商采纳行为的影响.结果表明:社会资本、物质资本、文化资本等资本禀赋都对果农电商采纳行为具有显著正向影响;自然风险感知负向影响果农电商采纳行为,市场风险感知则正向影响果农电商采纳行为;自然风险感知在资本禀赋对果农电商采纳行为的影响中存在负向调节作用,而市场风险感知正向调节资本禀赋对果农电商采纳行为的影响.
Abstract
Based on field research data in Zhanhua District,Binzhou City,Shandong Province,this study used a binary Logit model and entropy method to examine the impact of capital endowment and risk perception on the e-commerce adoption behavior of fruit farm-ers.The results indicate that capital endowments such as social capital,material capital,and cultural capital have a significant positive impact on the e-commerce adoption behavior of fruit farmers;natural risk perception has a negative impact on the e-commerce adoption behavior of fruit farmers,while market risk perception has a positive impact on the e-commerce adoption behavior of fruit farmers;natu-ral risk perception has a negative moderating effect on the impact of capital endowment on the e-commerce adoption behavior of fruit farmers,while market risk perception positively moderates the impact of capital endowment on the e-commerce adoption behavior of fruit farmers.
关键词
资本禀赋/风险感知/农产品电商/电商采纳行为Key words
capital endowment/risk perception/agricultural product e-commerce/e-commerce adoption behavior引用本文复制引用
出版年
2024
NETL
NSTL
万方数据