电子商务进农村政策促进农户链接市场研究以重庆市为例

RESEARCH ON THE POLICY OF E-COMMERCE INTO RURAL AREA PROMOTE LINKING FARMER HOUSEHOLDS TO MARKETTAKING CHONGQING AS AN EXAMPLE

关键词:  电子商务进农村政策  农户市场行为  农户链接市场  双重差分法  重庆市

Key words:  the policy of e-commerce into rural area  farmer households′ market behavior  farmer′s link market  the difference-in-differences method  Chongqing

摘要:

目的 为检验电子商务进农村政策的实施效果，利用重庆市电子商务进农村综合示范县数据，分析其促进农户链接市场的作用机制及效果。方法 文章在理论构建电子商务进农村政策影响农户市场行为模型基础上，采用双重差分法对其促进农户链接市场效果进行实证研究，并使用替换变量和反事实检验法对结果进行稳健性检验。结果 电子商务进农村政策对农户链接市场的影响系数在1%的显著水平下具有显著性影响，影响程度在4.4%~5.5%，波动小于1.1%；且替换变量和反事实检验法的稳健性结果表明其对农户链接市场影响的显著性和系数数值没有发生较大变化，结果具有稳健性。结论 电子商务进农村政策通过提高农户参与市场比例和出售农产品数量促进农户链接市场，减少农村地区及贫困农村地区的自然环境和社会经济约束，提高农业商品化率，增加农户收入，利于农村地区和贫困地区的减困脱贫。

Abstract:

This research is intended to scientifically evaluate and measure the impact of the policy of e-commerce into rural areas on the farmer′s link market, because there have been few articles analyzing the effect since the policy of the e-commerce into rural areas is implemented, although the theories and case empirical studies on the influence of information and communication technology, represented by mobile phones, on the market behavior of farmers, are abundant. By modifying the farmer market behavior model based on transaction cost, this research first clarified the impact of the policy of e-commerce into rural area on the farmer′s link market in theory. And it found that the policy increased the proportion of farmers participating in the market and the amounts of agricultural products sold by farmers by reducing variable transaction costs and fixed transaction costs. Taking all the county regions of Chongqing as the basic research unit, this research then tested whether the selected counties and cities where e-commerce entered the rural areas were random. And tested whether the counties and cities where e-commerce entered the rural areas and other counties and cities had the same development trend in the output value of agricultural commodities before the implementation of the policy. Based on the test of the random of the selected counties and cities and the same development trend of the selected counties and cities and other counties and cities, this paper then evaluated and measured the impact of the policy on the farmer′s link market by using the difference-in-differences method. The results showed that the influence of the policy of e-commerce into rural areas on the farmer′s link market was significant at the 1% significance level, the degree of influence was between 4.4% and 5.5%, and the fluctuation was less than 1.1%. Finally the robustness of the regression result was tested by using substitution variables and counterfactual testing. And the significance and the value of the coefficient of the impact on farmer's link market had not changed significantly. Therefore, the impact of the policy of e-commerce into rural areas on the farmer′s link market was stable. The above results of the theory and the empirical test confirm that the policy of e-commerce into rural areas can promote farmers' link market, reduce the natural environment and social and economic constraints in rural areas and poor rural areas, achieve optimal allocation of resources, and increase the rate of agricultural commercialization. And the policy can increase farmers' income, benefit rural areas, and alleviate poverty in poverty-stricken areas.