信息素养对农民参与电子商务的影响——感知收益与感知风险的中介作用及政府支持的调节作用

doi:10.13998/j.cnki.issn1002-1248.25-0119

Abstract

Abstract:

[Purpose/Significance] Promoting the digital transformation of agricultural product circulation through e-commerce has become a crucial way for rural revitalization in China. For three consecutive years, China's No. 1 Central Document has listed the high-quality development of agricultural e-commerce as a priority for upgrading the level of rural industrial development. However, persistent disparities in information literacy and imbalance in risk-benefit perceptions among farmer groups constrain the effective popularization of e-commerce platforms for agricultural products. To address this issue, this study integrates the Theory of Planned Behavior (TPB) and the perceived benefit-risk theory to construct a conceptual framework. It explores the relationship pathways among information literacy, perceived risks, perceived benefits, government support, and farmers' willingness to participate in e-commerce, aiming to provide theoretical insights for governments and enterprises to deepen the high-quality development of agricultural e-commerce business and rural revitalization. [Method/Process] Based on the above background, this paper integrates and proposes a conceptual model that includes the relationship of five potential variables: information literacy, perceived benefits, perceived risks, government support and engagement intention, based on the theory of planned behaviour and the theory of perceived benefits-perceived risks. In order to ensure the appropriateness of the sample distribution as well as the convenience, authenticity and reliability of the data collection, this study used a combination of online (WeChat group of village committees) and offline (recruiting home-based university students for field survey) to collect questionnaires from farmers across the country, and a total of 730 valid farmers' sample data were collected. Finally, based on the above data, the direct paths of perceived benefits, perceived risks and farmers' information literacy on farmers' willingness to participate in agricultural e-commerce were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). We focus our analysis on verifying the mediating roles of perceived benefits and perceived risks, as well as the moderating role of government support, in enhancing farmers' willingness to participate in agricultural e-commerce. [Results/Conclusions] The findings reveal that increased information literacy strengthens farmers' willingness to engage in agricultural e-commerce. Most farmers prefer participation scenarios with high perceived benefits and low perceived risks, where government support plays a key role in endorsing and leading trust. In this regard, local governments should establish tiered training systems and risk-hedging mechanisms (e.g., agricultural insurance, logistics subsidies) to address age-specific demand for information literacy improvement in rural areas and mitigate operational risks. We suggest actively publicizing national high-quality rural e-commerce demonstration cases and improving the perception of benefits to motivate farmers to participate, so as to achieve the high-quality development of agricultural e-commerce in a multi-initiative way. In addition, future research should pay more attention to the breadth of the sample coverage and the depth of the sample research process, and consider using all offline field research to further examine the impact of regional differences and the differences in the digital characteristics of the new farmers (Generation Z) on their willingness to participate in e-commerce. This will provide empirical evidence and guidance for rural revitalization and high-quality development of agricultural e-commerce.

Key words: information literacy, agricultural e-commerce, benefits-risks, government support, willingness to participate

CLC Number:

F320.3

MA Ning, ZHANG Xiaoyi, LIU Qixuan. A Study of the Factors Influencing Information Literacy on Farmers' Willingness to Participate in E-Commerce: the Mediating Effects of Perceived Benefits and Perceived Risks, and the Moderating Effect of Government Support[J].Journal of library and information science in agriculture, 2025, 37(2): 88-99.

Figures/Tables 7

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Table 1

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Table 5

Table 6

References 37

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变量	测量题项	因子载荷	方差膨胀因子（VIF）	Cronbach's alpha	组合信度（CR）	平均方差提取量（AVE）	参考文献
信息素养	A1信息可以改变我的生活	0.888	2.235	0.872	0.921	0.796	[29]
	A2农产品需要出售时，我知道我需要哪些信息	0.899	2.395
	A3我能使用手机获取农产品的销售信息	0.891	2.355
感知收益	B1农产品电子商务可以提高农产品的销售量	0.901	2.554	0.876	0.924	0.802	[30]
	B2农产品电子商务对提高收入作用很大	0.916	2.862
	B3农产品电子商务是销售农产品的有用工具	0.870	2.078
感知风险	C1参与农产品电子商务会导致我的经济损失（如赔偿运输过程中腐烂的农产品等）	0.916	3.448	0.863	0.917	0.787	[31]
	C2参与农产品电子商务会导致我投入大量时间到网络操作上	0.906	3.358
	C3参与农产品电子商务会导致我心理压力增大	0.837	1.658
政府支持	D1村镇各级政府利用广播积极宣传农产品电子商务	0.840	1.760	0.802	0.882	0.714	[37]
	D2为鼓励农民参与农产品电子商务，当地政府提供大量专项资金支持	0.837	1.867
	D3为鼓励农民参与农产品电子商务，当地政府简化银行贷款流程	0.858	1.612
参与意愿	E1我愿意参与农产品电子商务活动	0.901	2.606	0.853	0.911	0.774	[32]
	E2我会优先考虑采用电子商务方式销售农产品	0.912	2.793
	E3我会向他人推荐参与农产品电子商务活动	0.824	1.701

项目		频率/个	百分比/%	累积百分比/%
性别	男	312	42.74	42.74
性别	女	418	57.26	100.00
年龄/岁	18~24	114	15.62	15.62
	25~39	176	24.11	39.73
	40~49	324	44.38	84.11
	50~59	78	10.68	94.79
	60及以上	38	5.21	100.00
受教育水平	初中及以下	364	49.86	49.86
	高中	218	29.86	79.72
	专科	84	11.51	91.23
	本科	46	6.30	97.53
	硕士研究生及以上	18	2.47	100.00

HTMT criterion
	CYYY	GZFX	GZSY	XXSY	ZFZC
CYYY
GZFX	0.074
GZSY	0.571	0.100
XXSY	0.569	0.144	0.575
ZFZC	0.219	0.265	0.275	0.160
Fornell-Larcker criterion
	CYYY	GZFX	GZSY	XXSY	ZFZC
CYYY	0.880
GZFX	-0.051	0.887
GZSY	0.494	0.088	0.896
XXSY	0.491	0.125	0.503	0.892
ZFZC	0.183	0.226	0.231	0.132	0.845

路径	路径系数	标准差	T值	P值
GZFX→CYYY	-0.119	0.032	3.678	0.000
GZSY→CYYY	0.296	0.041	7.247	0.000
XXSY→CYYY	0.310	0.041	7.563	0.000
XXSY→GZFX	0.125	0.041	3.076	0.002
XXSY→GZSY	0.503	0.029	17.078	0.000
ZFZC→CYYY	0.129	0.036	3.542	0.000

路径	路径系数	标准差	T值	P值
XXSY→GZFX→CYYY	-0.015	0.006	2.341	0.019
XXSY→GZSY→CYYY	0.149	0.023	6.503	0.000

A Study of the Factors Influencing Information Literacy on Farmers' Willingness to Participate in E-Commerce: the Mediating Effects of Perceived Benefits and Perceived Risks, and the Moderating Effect of Government Support

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路径	路径系数	标准差	T值	P值
ZFZC × XXSY -> CYYY	0.085	0.037	2.256	0.024
ZFZC × GZFX -> CYYY	-0.081	0.035	2.345	0.019
ZFZC × GZSY -> CYYY	0.086	0.040	2.173	0.030

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