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

WANG Weixin; XU Jianghong; QIAO Yingjun; CHEN Fuqiao; LIU Zhonghua

doi:10.13305/j.cnki.jts.2026.01.010

2026 , Vol. 46 >Issue 1: 175 - 190

DOI: https://doi.org/10.13305/j.cnki.jts.2026.01.010

Research Paper

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

WANG Weixin ,
XU Jianghong ,
QIAO Yingjun ,
CHEN Fuqiao ,
LIU Zhonghua

Expand

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 date: 2025-06-17

Revised date: 2025-07-13

Online published: 2026-02-06

Fold

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： agricultural product processing; digital literacy; market linkage method; tea farmers

Cite this article

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 . DOI: 10.13305/j.cnki.jts.2026.01.010

References

[1] 胡俊平, 曹金, 李红林, 等. 全民数字素养与技能评价指标体系构建研究[J]. 科普研究, 2023, 17(6): 25-31, 41, 109.
Hu J P, Cao J, Li H L, et al. Research on the construction of evaluation index system of digital literacy and skills for all [J]. Studies on Science Popularization, 2023, 17(6): 25-31, 41, 109.
[2] 缪言, 刘莹, 尹彦辉. 数字素养提升与共同富裕推进: “富裕”还是“共享”?[J]. 数量经济研究, 2024, 15(4): 53-74.
Miu Y, Liu Y, Yin Y H.Digital literacy enhancement and the promotion of common prosperity: “prosperity” or “sharing”?[J]. The Journal of Quantitative Economics, 2024, 15(4): 53-74.
[3] 陈明明, 陈雨. 中国居民数字素养的基本内涵、水平测度及结构特征[J]. 电子政务, 2024(9): 91-101.
Chen M M, Chen Y.Digital literacy among Chinese residents: conceptual framework, measurement, and structural characteristics[J]. E-Government, 2024(9): 91-101.
[4] 陈富桥, 丁士军, 姜爱芹. 产销对接方式对农户农产品销售收入的影响——基于茶叶种植户的实证研究[J]. 农业技术经济, 2013(7): 72-77.
Chen F Q, Ding S J, Jiang A Q.The impact of production-marketing linkage models on farmers' agricultural product sales revenue: an empirical study based on tea growers[J]. Journal of Agrotechnical Economics, 2013(7): 72-77.
[5] 曹利群. 农村组织形态创新: 现状与问题[J]. 农业经济问题, 2000(10): 12-16.
Cao L Q.Innovation in rural organizational forms: current status and challenges[J]. Issues in Agricultural Economy, 2000(10): 12-16.
[6] 张效榕, 孔祥智. 农户参与农业价值链的经济绩效分析——以茶产业为例[J]. 农林经济管理学报, 2020(5): 569-576.
Zhang X R, Kong X Z.Economic performance of farmers’ participation in agricultural value chain: an empirical study based on tea industry[J]. Journal of Agro-Forestry Economics and Management, 2020(5): 569-576.
[7] 林俊杰, 张端阳. 规模农户视角下福建茶叶社会化服务实证研究[J]. 台湾农业探索, 2018(6): 54-60.
Lin J J, Zhang D Y.Empirical study on tea socialization service in Fujian from the perspective of large-scale farmers[J]. Taiwan Agricultural Research, 2018(6): 54-60.
[8] 钟真, 谭玥琳, 穆娜娜. 新型农业经营主体的社会化服务功能研究——基于京郊农村的调查[J]. 中国软科学, 2014(8): 38-48.
Zhong Z, Tan Y L, Mu N N.New operators’ functions in social agriculture service based on a survey in Beijing suburbs[J]. China Soft Science, 2014(8): 38-48.
[9] 章军杰. 互联网时代乡村振兴战略的路径选择——基于梅家坞村的调查研究[J]. 浙江工商大学学报, 2018(4): 118-128.
Zhang J J.Peasant life in China in the internet age: investigation and research based on Meijiawu village[J]. Journal of Zhejiang Gongshang University, 2018(4): 118-128.
[10] Stokke H E.Multinational supermarket chains in developing countries: does local agriculture benefit?[J]. Agricultural Economics, 2009, 40(6): 645-656.
[11] Uematsu H, Mishra A K.Use of direct marketing strategies by farmers and their impact on farm business income. Agricultural and Resource Economics Review, 2011, 40(1): 1-19.
[12] 施晟, 卫龙宝, 伍骏骞. “农超对接”进程中农产品供应链的合作绩效与剩余分配——基于“农户+合作社+超市”模式的分析[J]. 中国农村观察, 2012(4): 14-28, 92-93.
Shi S, Wi L B, Wu J Q. Cooperation performance and its surplus allocation along agri-food supply chain during “farmer-supermarket direct purchase”: evidence from the mode of “farmer+cooperative+supermarket” [J]. China Rural Survey, 2012(4): 14-28, 92-93.
[13] 宋金田, 祁春节. 销售渠道选择对农户收入影响实证分析[J]. 统计与决策, 2013(16): 75-78.
Song J T, Qi C J.An empirical analysis of the impact of marketing channel selection on farmers' income[J]. Statistics & Decision, 2013(16): 75-78.
[14] Hausman J K, Rhode P W, Wieland J F.Recovery from the great depression: The farm channel in spring 1933[J]. American Economic Review, 2019, 109(2): 427-472.
[15] 宋瑛, 谢浩, 王亚飞. 农产品电子商务有助于贫困地区农户增收吗——兼论农户参与模式异质性的影响[J]. 农业技术经济, 2022(1): 65-80.
Song Y, Xie H, Wang Y F.Can E-commerce of agriculture products increase farmers’ income in poverty areas?: impacts of heterogeneous participation patterns of farmers[J]. Journal of Agrotechnical Economics, 2022(1): 65-80.
[16] Zhang X, Fan D.Can agricultural digital transformation help farmers increase income? An empirical study based on thousands of farmers in Hubei Province[J]. Environment, Development and Sustainability, 2024, 26(6): 14405-14431.
[17] 侯建昀, 霍学喜. 高价值农产品流通渠道的关键问题与政策导向[J]. 中国流通经济, 2015(5): 27-33.
Hou J Y, Huo X X.Crucial problems and policy choices of high value agricultural products[J]. China Business and Market, 2015(5): 27-33.
[18] 孙枭雄, 仝志辉. 农产品交易中的“代办制”及其实践逻辑[J]. 中国农村观察, 2021(2): 2-14.
Sun C X, Tong Z H.“Agent system” in agricultural products transaction and its practical logic[J]. China Rural Survey, 2021(2): 2-14.
[19] 田敏, 安建设, 张闯. 农产品流通渠道冲突对农户收入的影响研究——基于红壳鸡蛋流通渠道的案例分析[J]. 广东商学院学报, 2010(2): 17-23.
Tian M, An J S, Zhang C.A study of the impact of agriculture product circulation channel conflict on farmers’ income[J]. Journal of Guangdong University of Finance & Economics, 2010(2): 17-23.
[20] Leroux M N, Schmit T M, Roth M, et al.Evaluating marketing channel options for small-scale fruit and vegetable producers[J]. Renewable Agriculture and Food Systems, 2010, 25(1): 16-23.
[21] 徐冬梅, 陶长琪. 数字技术何以赋能农产品加工业高端化转型[J]. 中国农业大学学报, 2024, 29(5): 269-281.
Xu D M, Tao C Q.Understanding how digital technology empowers the high-end transformation of agricultural product processing industry[J]. Journal of China Agricultural University, 2024, 29(5): 269-281.
[22] 王杰, 蔡志坚, 吉星. 数字素养、农民创业与相对贫困缓解[J]. 电子政务, 2022(8): 15-31.
Wang J, Cai Z J, Ji X.Digital literacy, farmer entrepreneurship, and relative poverty alleviation[J]. E-Government, 2022(8): 15-31.
[23] 陈丽, 翁贞林. 数字素养对农村女性劳动力就业质量影响[J]. 江西财经大学学报, 2024(4): 87-100.
Chen L, Weng Z L.The impact of digital literacy on the employment quality of rural female labor force[J]. Journal of Jiangxi University of Finance and Economics, 2024(4): 87-100.
[24] 王汉杰. 数字素养与农户收入: 兼论数字不平等的形成[J]. 中国农村经济, 2024(3): 86-106.
Wang H J.Digital literacy and rural household income: the formation of digital inequality[J]. Chinese Rural Economy, 2024(3): 86-106.
[25] 李丽莉, 徐嘉, 梅燕, 等. 数字素养对农民创业决策的影响: 来自CFPS的经验证据[J]. 农林经济管理学报, 2025, 24(2): 263-271.
Li L L, Xu J, Mei Y, et al.Impact of digital literacy on farmers’ entrepreneurial decision: evidence from CFPS[J]. Journal of Agro-Forestry Economics and Management, 2025, 24(2): 263-271.
[26] Kos D, Kloppenburg S.Digital technologies, hyper-transparency and smallholder farmer inclusion in global value chains[J]. Current Opinion in Environmental Sustainability, 2019(41): 56-63. doi: 10.1016/j.cosust.2019.10.011.
[27] Xiang L Y, Sumelius J.Analysis of the factors of farmers’ participation in the management of cooperatives in Finland[J]. Journal of Rural Cooperation, 2010, 38(2): 134-155.
[28] Wollni M, Zeller M.Do farmers benefit from participating in specialty markets and cooperatives? The case of coffee marketing in Costa Rica[J]. Agricultural Economics, 2007, 37(2/3): 243-248.
[29] Zhang Y, Huang Z H.Identifying risks inherent in farmer cooperatives in China[J]. China Agricultural Economic Review, 2014, 6(2): 335-354.
[30] Wilmsen B, Rogers S, Duan Y F, et al.Farmer cooperatives and the limits of agricultural reform in rural Hubei[J]. The China Journal, 2023, 89(1): 1-23. doi: 10.1086/722258.
[31] 刘璇, 霍学喜. 信息获取能力会影响果农的销售渠道选择吗?[J]. 科学决策, 2023(11): 199-211.
Liu X, Huo X X.Does information accessibility affect apple farmers' choice of marketing channels?[J]. Scientific Decision Making, 2023(11): 199-211.
[32] 陈林, 伍海军. 国内双重差分法的研究现状与潜在问题[J]. 数量经济技术经济研究, 2015, 32(7): 133-148.
Chen L, Wu H J.Research status and potential problems of the differences-in-differences method in China[J]. Journal of Quantitative & Technological Economics, 2015, 32(7): 133-148.
[33] 李春涛, 宋敏. 中国制造业企业的创新活动: 所有制和CEO激励的作用[J]. 经济研究, 2010, 45(5): 55-67.
Li C T, Song M.Innovation activities in Chinese manufacturing firms: the roles of firm ownership and CEO incentives[J]. Economic Research Journal, 2010, 45(5): 55-67.
[34] 乔爱玲, 张亦弛. 信息技术与新型职业农民终身学习的实证研究——基于扎根理论的分析和思考[J]. 中国远程教育, 2019(11): 86-91.
Qiao A L, Zhang Y C.An empirical study on information technology and lifelong learning among new-type professional farmers: insights from a grounded theory approach[J]. Chinese Journal of Distance Education, 2019(11): 86-91.

Options

Outlines

模态框（Modal）标题

Abstract

Cite this article

References