Risk Perception,Digital Literacy and Farmers'Willingness to Participate in E-commerce during the Outbreak of COVID-19:An Analysis based on the Survey Data of Citrus Farmers
In this paper,a theoretical framework for analyzing the willingness of farmers to participate in e-commerce during the period of COVID-19 pandemic prevention and control is constructed,and combines with 803 micro-survey data of citrus farmers in Sichuan Province,opro-bit model is used to analyze the effects of risk perception and digital literacy on farmers'willing-ness to participate in E-commerce,and to reveal the inter-generational differences.The results are as follows:(1)The risk perception and digital literacy of COVID-19 could effectively promote farmers'willingness to participate in E-commerce,among which the time risk perception,e-com-merce technology and cognitive literacy had an important impact on the willingness to participate;(2)There is an interactive effect between risk perception and digital literacy on farmers'willing-ness to participate in E-commerce,and the effect of temporal risk perception on farmers'willing-ness to participate in E-COMMERCE is affected by information awareness and information acqui-sition literacy,to some extent,the promotion of spatial risk perception to participation willingness depends on e-commerce cognitive literacy,while the enhancement of intensity risk perception does not help farmers with low e-commerce technical literacy to germinate participation willingness;(3)There are obvious inter-generational differences in the above effects.Spatial risk perception and information acquisition literacy only have significant effects on the willingness to participate in e-commerce of the older generation of farmers,e-commerce cognitive literacy has a significant positive impact on the willingness to participate in E-commerce of the two generations of rural households.Therefore,improving the risk perception of the pandemic,strengthening the accumula-tion of digital literacy,and strengthening the training of agricultural e-commerce are conducive to actively guide farmers to germinate the willingness to participate in e-commerce.
COVID-19Risk perceptionWillingness to Participate in E-commerceInterac-tion Effect
NETL
NSTL
万方数据
