| Through the development of agricultural products e-commerce,farmers broaden the sales channels and increase sales income.As the representative of fresh agricultural products,strawberry perishable,intolerant storage and transportation are difficult to make it more suitable for sale through e-commerce channels.In the process of e-commerce sales,due to the reality of "acquaintance society" in rural China,farmers' e-commerce sales decisions will be affected by their social relations network,and the difference of farmers' ability to obtain information from social relations network may also cause differences in production and sales behavior,thus affecting farmers' income level.Therefore,to clarify the influence mechanism of social relationship network on farmers' e-commerce income,and to analyze the information acquisition in society It will be related to the role of the network in the influence of farmers' e-commerce income,find out the significant factors that affect farmers' e-commerce income,and put forward targeted policy suggestions,which becomes an urgent scientific problem to be solved.Based on this,this paper,on the topic of "the influence of social relationship network on farmers' e-commerce income —— based on the data of strawberry producing areas in Liaoning province ",carries on the field investigation to the farmers of strawberry producing areas in Liaoning province,understands the social relationship network of strawberry farmers and the present situation of information acquisition,probes into the internal mechanism of strawberry farmers' e-commerce behavior,and provides policy reference for improving farmers' e-commerce participation,increasing farmers' income and improving farmers' living standard.Based on the existing research results,this paper explains the influence mechanism of social relationship network on farmers' e-commerce behavior based on social relationship network theory and expected utility theory,and puts forward six research hypotheses.Based on the effective questionnaire of 402 farmers in the main strawberry producing area of Liaoning province,the descriptive statistical analysis and cross-analysis were carried out by using SPSS22.0 software.Basic characteristics of strawberry farmers(personal characteristics,family characteristics and external environmental characteristics),social relationship network characteristics,information acquisition characteristics and e-commerce behavior(e-commerce adoption behavior and e-commerce participation level)and income characteristics Descriptive statistical analysis;cross-analysis of peasant household characteristics and e-commerce behavior and income characteristics includes cross-analysis of peasant household characteristics and e-commerce adoption behavior,cross-analysis of peasant household characteristics and e-commerce participation degree,and cross-analysis of peasant household characteristics and e-commerce income characteristics.The results showed that out of 402 valid questionnaires,233 sample farmers had e-commerce behavior,accounting for 58% ofsample farmers.By using STATA14.0 empirical test,the influence path and direction of social relation network on farmers' e-commerce behavior are discussed,and the intermediary role of information acquisition in the influence of social relation network on farmers' e-commerce behavior is discussed.number as tool variables for endogeneity test to verify the hypothesis of this part of the study.First,the social relationship network has a significant positive impact on farmers' e-commerce behavior —— e-commerce adoption behavior,and the intermediary role of information acquisition in the influence of social relationship network on farmers' e-commerce adoption behavior is not significant.Using Probit model to verify the influence of social relationship network on the adoption behavior of farmers' e-commerce,OLS regression analysis was carried out to check the robustness of the results,and the endogenous test of social relationship network was carried out with "Spring Festival New year's Day" as tool variable.According to the research of Sobel intermediary effect test model,the mediating effect of information acquisition is not significant in the influence of social relationship network on farmers' adoption behavior.Farmers' personal characteristics,family characteristics and external environmental characteristics have different degrees of influence on farmers' e-commerce adoption behavior.Farmers' sex,age,education level,planting years,planting area and local logistics cost all had a significant impact on farmers' e-commerce adoption behavior.Among them,the effects of farmers' age,planting years and local logistics costs were negative,with significant levels of 1%,10% and 1%,respectively.The younger the age,the higher the education level,the shorter the planting years,the larger the planting area,the lower the local logistics cost,the higher the possibility of farmers adopting e-commerce,and the less significant the influence of the frequency of e-commerce training on farmers' e-commerce adoption behavior.Second,the social relationship network has a significant positive impact on farmers' e-commerce behavior —— the degree of e-commerce adoption,and information acquisition plays an intermediary role in the influence of social relationship network on farmers' e-commerce participation.The Oprobit model was used to verify the influence of social relation network on farmers' e-commerce participation,and OLS regression analysis was used to enhance the robustness of the results.According to the research of Sobel intermediary effect test model,information acquisition has a significant positive intermediary effect in the influence of social relationship network on farmers' e-commerce participation,with a significant level of 5%.The individual characteristics,family characteristics and external environmental characteristics of farmers have different degrees of influence on the degree of e-commerce participation of farmers.Farmers' age,education level,planting area and local logistics cost have a significant impact on farmers' e-commerce participation.Among them,farmers' age,planting years and local logistics costs have a negative impact on farmers' e-commerce participation,with significant levels of 10%,1% and 1%,respectively.Third,there are differences in the influence of social relationship network on farmers' e-commerce income.The quantile regression model is used to analyze the income difference of farmers' e-commerce under the different degree of e-commerce participation,and the endogenous test of social relationship network is carried out with the tool variable of "Spring Festival New year's Day number ".the endogeneity test found that the putative endogeneity problem was not enough to constitute a statistical bias;the social relationship network significantly positively affected the e-commerce income of farmers at 0.05,0.25,0.5 and 0.75 quartiles.the significant level was 1%,and the social relationship network had no significant effect on the e-commerce income of farmers at 0.95 quartiles.The intermediary role of information acquisition in the influence of social relationship network on farmers' e-commerce income difference is not significant.Farmers' personal characteristics,family characteristics and external environmental characteristics have different degrees of influence on farmers' e-commerce income.Farmers' sex had a significant negative effect on household e-commerce income at 0.05 and 0.95 quartiles,with a significant level of 1%.Farmers' age had a significant negative effect on household e-commerce income at 0.75 quartile,with a significant level of 5%.According to the above research conclusions,the following corresponding countermeasures and suggestions are put forward: first,expand the scale of farmers' social relations network;second,improve farmers' attention to information acquisition;third,reduce logistics costs and diversify e-commerce training models. |
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