What drives farmers' willingness to adopt e-commerce in rural China? The role of Internet use

被引：65

作者：

Ma, Wanglin ^{[1
]}

Zhou, Xiaoshi ^{[2
]}

Liu, Min ^{[3
]}

机构：

[1] Lincoln Univ, Fac Agribusiness & Commerce, Dept Global Value Chains & Trade, Christchurch, New Zealand

[2] Huazhong Agr Univ, Coll Econ & Management, Wuhan 430070, Hubei, Peoples R China

[3] Lanzhou Univ, Coll Pastoral Agr Sci & Technol, Lanzhou, Gansu, Peoples R China

来源：

AGRIBUSINESS | 2020年 / 36卷 / 01期

关键词：

Internet use; RBP model; Rural e-commerce; WTA;

D O I：

10.1002/agr.21624

中图分类号：

F3 [农业经济];

学科分类号：

0202 ; 020205 ; 1203 ;

摘要：

This letter investigates the factors that drive farmers' willingness to adopt (WTA) e-commerce, with a focus on the role of Internet use. The recursive bivariate probit model is applied to analyze data collected from rural China. The empirical results reveal that Internet use increases the likelihood of farmers' WTA e-commerce by 20%. Further, we show that the WTA effects of Internet use are heterogeneous between male and female household heads and among different regions.

引用

页码：159 / 163

页数：5

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