| 摘要: |
| 目的 随着农业资源日益稀缺、环境污染约束趋紧、传统增收动力逐渐减弱，如何拓宽农民增收渠道成为尤为重要的议题。已有不少研究从多角度论证了农产品电子商务能够有助于农业生产经营者获得增收，但农产品电子商务采纳对收入增长影响的内在机理还有待进一步揭示。探究农产品电子商务采纳行为产生增收效应的作用机理及边界条件，将有助于激发农产品电子商务发展的内生动力。方法 文章基于资源基础理论，构建“农产品电子商务采纳—动态能力—增收效应”中介效应模型，并引入环境动态性为调节变量，以湖北省589个新型农业经营主体的调查数据为样本，进行了有调节的中介效应检验。结果 实证结果显示农产品电子商务采纳对电子商务应用的动态能力、增收效应均具有显著的积极影响，而动态能力在农产品电子商务采纳与增收效应之间具有中介作用；与此同时，环境动态性对动态能力的中介作用呈现正向调节。结论 应增强新型农业经营主体的农产品电子商务应用的动态能力，提升农业生产经营全过程的“电子商务适应化”水平，以充分发挥农产品电子商务对农业生产经营者的增收作用。 |
| 关键词: 农产品电子商务 电子商务采纳 新型农业经营主体 增收 中介效应 |
| DOI：10.7621/cjarrp.1005-9121.20210812 |
| 分类号:F724.6;F323.7 |
| 基金项目:农业电子商务湖北省协同创新中心2018年度科研项目（武东院研字[2018]15号）；2019年度湖北省社科基金一般项目（2019106）；湖北省高等学校优秀中青年科技创新团队计划项目（T201733） |
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| RESEARCH ON THE MECHANISM OF INCREASING INCOME OF AGRICULTURAL PRODUCTS E-COMMERCE ADOPTIONBASED ON THE 589 NEW AGRICULTURAL BUSINESS ENTITIES SAMPLE |
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Lv Dan1,2, Zhang Junbiao2, Wang Yapeng1,2
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1.College of Economics and Management, Huazhong Agricultural University, Wuhan 430070, Hubei, China;2.Hubei Provincial Collaborative Innovation Centre of Agricultural E-Commerce，Wuhan 430212, Hubei, China
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| Abstract: |
| Studies have shown that the adoption of E-commerce of agricultural products can help agricultural producers and operators to increase income, but the mechanism of the adoption of E-commerce agricultural products on income growth needs to be further explored. Built on the Resource-Based theory, the mediation effect model of "E-commerce adoption - Dynamic capability - Income growth" was constructed, and environmental dynamics were introduced as moderator variables. The mediation effect test was conducted based on the survey data of 589 new agricultural business entities in Hubei province. The adoption of E-commerce of agricultural products could generate income growth effects, which led to better operational performances benefiting from the circulation channels acting in conjunction with lower transaction costs and information accumulation. During the process, some effects were acting through the mediating effect dynamic capabilities, and environmental dynamics positively regulated the relationship between the adoption of E-commerce of agricultural products and the dynamic capabilities. So, new agricultural business entities need to improve the ability of docking E-commerce in the whole process, renovating and upgrading "E-commerce adaptability of agricultural", through optimizing and improving the dynamic capabilities, realizing sustainable increasing income of E-commerce of agricultural products. |
| Key words: E-commerce of agricultural products adoption of E-commerce new agricultural business entities income growth effect mediation effect |
