数字素养赋能下小农户链接大市场的选择策略与增收效应—以茶农为例

茶叶科学 ›› 2026, Vol. 46 ›› Issue (1): 175-190.

• 研究报告 • 上一篇

数字素养赋能下小农户链接大市场的选择策略与增收效应—以茶农为例

王伟新¹, 许蒋鸿², 乔英俊³, 陈富桥^4,*, 刘仲华^5,*

1.浙江工商大学经济学院,浙江杭州 310018;
2.浙江大学中国农村发展研究院,浙江杭州 310058;
3.中国工程院战略咨询中心,北京 100088;
4.中国农业科学院茶叶研究所,浙江杭州 310008;
5.湖南农业大学园艺学院,湖南长沙 410128

收稿日期:2025-06-17 修回日期:2025-07-13 出版日期:2026-02-15 发布日期:2026-02-06
通讯作者: * cfq@tricaas.com;larkin-liu@163.com
作者简介:王伟新,男,副教授,主要从事数字经济与农业经济研究。
基金资助:
国家茶叶产业技术体系（CARS-19）、中国农业科学院茶叶研究所基本科研业务费专项（1610212022010）、中国农业科学院科技创新工程（CAAS-ZDRW202420）、中国工程院战略研究与咨询项目（2025-XZ-110）、国家社会科学基金青年项目（21CJY037）

The Strategy of Market Linkage Method and Its Income Effect for Smallholder Farmers Empowered by Digital Literacy: Evidence from Tea Farmers

WANG Weixin¹, XU Jianghong², QIAO Yingjun³, CHEN Fuqiao^4,*, LIU Zhonghua^5,*

1. School of Economics, Zhejiang Gongshang University, Hangzhou 310018, China;
2. China Academy for Rural Development, School of Public Affairs, Zhejiang University, Hangzhou 310058, China;
3. Strategic Consulting Center, Chinese Academy of Engineering, Beijing 100088, China;
4. Tea Research Institute, Chinese Academy of Agricultural Sciences, Hangzhou 310008, China;
5. College of Horticulture, Hunan Agricultural University, Changsha 410128, China

Received:2025-06-17 Revised:2025-07-13 Online:2026-02-15 Published:2026-02-06

摘要/Abstract

摘要： 数字素养是茶农适应茶产业数字化转型的基础和促进家庭收入增长的新动能,而茶农收入的实现与其对市场链接方式的选择密切相关。基于国家茶叶产业技术体系对茶农的1 107份调研数据,在测度茶农数字素养指数的基础上,使用泊松回归、普通最小二乘法、工具变量回归、交互项回归检验了数字素养对茶农市场链接方式选择策略的影响,分析了茶农选择不同市场链接方式的增收效应,并进一步探讨了相关异质性现象与加工环节参与深度的调节效应。结果发现：（1）数字素养会影响茶农对市场链接方式的选择策略;（2）在数字素养影响下,茶农选择不同市场链接方式所产生的增收效果存在差异;（3）数字素养对茶农市场链接方式的选择策略与增收效应存在基于职业培训、市场化程度、数字经济发展水平的异质性;（4）加工环节参与深度在数字素养通过合作社、自家零售两类市场链接方式带动茶农增收的过程中起正向调节作用。研究表明,在数字经济驱动农业新质生产力发展的时代背景下,应开展区域化梯度式的数字素养培育工程,引导茶农优化市场链接策略,构建多元协同的市场生态体系,释放数字素养对茶农收入的倍增潜力。

关键词: 茶农, 数字素养, 市场链接方式, 农产品加工

Abstract: Digital literacy serves as both a foundational capacity enabling tea farmers to adapt to the digital transformation of the tea industry and a new driver of household income growth. The realization of such income gains is closely tied to farmers’ choices of market linkage methods. Using on micro-survey data from 1107 tea farmers collected by the National Tea Industry Technical System, this study constructed a digital literacy index and employed Poisson regression, ordinary least squares, instrumental variable regression and interaction term regressions to examine the impact of digital literacy on farmers’ choices of market linkage methods. Then it analyzed the income effect associated with tea farmers’ choices of these different methods. The study further explored the heterogeneity of these effects and the moderating role of participation depth in the processing stage. The findings reveal that: (1) digital literacy significantly influenced tea farmers’ market linkage method strategies. (2) The income effects of digital literacy varied across different types of market linkage methods, indicating heterogeneous returns to channel selection. (3) The effects of digital literacy on tea farmers’ market linkage strategies and income generation exhibit heterogeneity across dimensions such as vocational training, degree of marketization, and level of digital economy development. (4) Deeper engagement in the processing stage positively moderated the income-enhancing impact of digital literacy, particularly when farmers connect to markets through cooperatives or self-operated retail. The findings suggest that, in the context of the digital economy driving the development of new productive forces in agriculture, regionally differentiated and tiered digital literacy cultivation initiatives should be implemented. Efforts should also be made to guide tea farmers in optimizing their market linkage strategies, and foster a diversified and collaborative market ecosystem, thereby unlocking the multiplier potential of digital literacy in enhancing farmers’ incomes.

Key words: tea farmers, digital literacy, market linkage method, agricultural product processing

中图分类号:

S571.1
F304

王伟新, 许蒋鸿, 乔英俊, 陈富桥, 刘仲华. 数字素养赋能下小农户链接大市场的选择策略与增收效应—以茶农为例[J]. 茶叶科学, 2026, 46(1): 175-190.

WANG Weixin, XU Jianghong, QIAO Yingjun, CHEN Fuqiao, LIU Zhonghua. The Strategy of Market Linkage Method and Its Income Effect for Smallholder Farmers Empowered by Digital Literacy: Evidence from Tea Farmers[J]. Journal of Tea Science, 2026, 46(1): 175-190.

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数字素养赋能下小农户链接大市场的选择策略与增收效应—以茶农为例

The Strategy of Market Linkage Method and Its Income Effect for Smallholder Farmers Empowered by Digital Literacy: Evidence from Tea Farmers

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