| 摘要: |
| 为探究社会信任对农户合作参与电商经营行为的影响，基于山东省平邑县和湖北省麻城市电商发展情况实地调研数据，采用个人层面的Binary Logistic模型从社会信任角度对农户合作参与电商经营行为进行实证研究，揭示其内在联系。结果表明：1）人际信任、制度信任、性别、文化程度、家庭耕地面积、家庭年收入、劳动人数占比、所在村庄是否有村级信息服务站等因素均对农户合作参与电商经营的行为决策有显著影响；2）信任程度越高，农户合作参与电商经营的可能性越大；3）制度信任比人际信任对农户决策影响程度更大一些，在经济发展相对落后的贫困地区，制度信任的作用尤为重要；4）基层信任及其治理在电商发展方面的作用未发挥到极致。并依据此实证分析结论，从充分利用人际信任、构建并培育制度信任等方面提出促进农户积极合作参与电商经营的建议。 |
| 关键词: 电商经营 农户合作行为 人际信任 制度信任 |
| DOI：10.11841/j.issn.1007-4333.2019.03.23 |
| 投稿时间：2018-04-10 |
| 基金项目:国家社会科学基金项目（17BJY136）；农业农村部软科学课题研究项目（2018026） |
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| Research on the influence of social trust on the cooperative participation of farmers in business operation |
|
WANG Cuicui1,2, XIA Chunping1,2, CAI Yi1,2, LEI Xinyue1,2
|
| (1.College of Economics & Management, Huazhong Agricultural University, Wuhan 430070, China;2.Hubei Rural Development Research Center, Wuhan 430070, China) |
| Abstract: |
| In order to explore the influence of social trust on the cooperative participation of farmers in business operation,based on the field survey data of Pingyi County Shandong Province and Macheng City of Hubei Province,using the Binary Logistic model at the personal level,an empirical study is conducted from the perspective of social trust,and its internal connection is revealed.The results show that:Interpersonal trust,institutional trust,gender,cultural degree,family arable land,family income,labor force ratio,and village level information service stations in the village have significant influence on the behavior decision of farmers' cooperative participation in business operation;The higher the degree of trust,the greater the possibility that the farmers' cooperation in the business of the electric business is higher;Institutional trust has a greater impact on Farmers' decision-making than interpersonal trust,in the poverty-stricken areas where economic development is relatively backward,the role of institutional trust is particularly important;The role of trust and governance at the grass-roots level in the development of e-commerce has not reached the extreme.Based on the empirical analysis,suggestions for promoting farmers' active cooperation and participating in the operation of e-commerce are put forwarded from the aspects of making full use of interpersonal trust,building and cultivating institutional trust. |
| Key words: business operation cooperative behavior of farmers interpersonal trust institutional trust |
