风险偏好对小农户电商参与决策的影响研究OACHSSCD

Based on behavioral economics theory,this study constructs a two-stage analytical framework for smallholder farmers'engagement with e-commerce.Using survey data of 726 citrus-growing households and employing the Propensity Score Matching(PSM)method,this paper analyzes how risk preference shapes smallholder farmers'e-commerce participation decisions and channel selection behavior.The results show that risk preference has a significant positive effect on farmers'participation decisions,with an average treatment effect(ATE)of 10.91%.Heterogeneity analysis reveals that this effect exhibits an inverted U-shaped pattern,rising first and then falling with production scale,and generates a lock-in effect among farmers with less-than-high-school education.In terms of e-commerce channel choices,risk-averse farmers tend to conduct transactions through social e-commerce platforms,whereas risk-preferring farmers are more likely to opt for professional e-commerce platforms.Risk preference significantly reduces the probability of adopting social e-commerce platforms,with a treatment effect of 14.91%.Based on these findings,we recommend implementing differentiated e-commerce support policies tailored to farmers'risk preference levels,unlocking the participation potential of medium-scale producers,and designing precise risk-preference intervention programs for farmers with different educational backgrounds,so as to facilitate smallholders'effective integration into e-commerce markets.