作　　者： (姚志）;

机构地区： 中国农业大学经济管理学院,北京市100083

出　　处： 《中国流通经济》 2017年第9期46-52,共7页

摘　　要： 新型农业经营主体是我国农产品电子商务发展和农业供给侧改革的核心力量。针对不同类别新型农业经营主体提供有效的政策支持和鼓励,是推动农村电商发展与农业供给侧改革的当务之急。利用有序Logistic模型,基于对湖北省823家新型农业经营主体负责人的调研,实证分析各类新型农业经营主体电商认知行为差异及影响因素发现,不同类别的新型农业经营主体电商认知行为不同,其中家庭农场、种养大户等经营主体电商认知行为强于合作社、农业企业等规模较大的经营主体,且家庭农场、种养大户电商认知行为受经营规模影响显著,不受产业种类影响,而合作社与农业企业则恰恰相反。外部因素对农业经营主体电商认知行为影响较小,但差异较大。因此,为更好地推动农村电子商务发展,不仅要着力开办农村电商技术讲坛,提升农民电商认知水平;而且要加强农村电商基础设施建设,优化技术推广环境;还要加快构建电商人才网络,拓展农业经营主体人脉交际圈。 New type of agriculture management main body is the core for China’s agricultural product e-commerce development and the supply-side structural reform.Providing appropriate and effective policy support and encourage for different types of agricultural management main bodies is the urgent job for us to promote rural e-commerce development and agricultural supply-side structural reform.Using the orderly Logistic model,with the help of the survey data from823new bodies in Hubei province,the authors carry out the empirical analysis on the different cognitive behavior and their influencing factors.It is found that:different agricultural body has different cognitive behavior,and the cognitive behavior of family farms and e-commerce related planting large operators are stronger than that of cooperatives and agricultural enterprises;operation scale will have significant impact on the cognitive behavior of family farms and e-commerce related planting large operators,and industrial category will have on impact on that;on the contrary,the first one have no impact on cooperatives and agricultural enterprises and the latter one have significant impact on them.The external factors will have little and different impact on the cognitive behavior of agricultural management main body.To better promote the development of rural e-commerce development,we should,first provide rural e-commerce related technology lectures and promote the cognitive level of farmers;second,weshould strengthen the related infrastructure for rural e-commerce and optimize the environment for technology popularization;and third,we should accelerate the cultivation of relate professionals and expand the social circle of agricultural management main bodies.

关 键 词： 新型农业经营主体 农产品电子商务 行为差异 内部因素 外部因素