随着电子商务的快速发展，农产品电子商务（农产品电商）成为推动农产品流通、连接农户与市场的重要途径。国家政策大力支持农村电商发展，尤其是“中央一号文件”和《数字农业农村发展规划（2019-2025 年）》等政策文件的出台，为农村电商的发展提供了坚实的制度保障和政策动力。电子商务具有跨越时空限制、信息整合能力强等优势，被视为打破传统市场分割、推动农产品流通的重要途径。2023 年全国农村网络零售额达 2.5 万亿元，农产品网络零售额达 5870.3 亿元。随着农产品电商从高速增长阶段向转型发展阶段演进，其在中国乡村地区的发展呈现出空间扩散与模式迭代并行的双重特征。这一转型过程客观上提高了农户参与门槛：一方面，技术进步与市场机制将农户置于高风险竞争环境，要求其具备实时信息获取能力、专业知识和操作技能；另一方面，电商平台的规则体系形成了隐性准入壁垒，使小农户面临持续性资本投入与短期收益不确定的双重压力。在此背景下，尽管政策支持力度不断加大，农产品电商销售额占全国网络销售总额的比例仍然较低，农户电商参与率持续低迷，成 为制约农产品电商发展的关键因素。而乡村社会稳定的熟人网络特性为农户提供了独特的社会学习条件，使得知识和技术在农户间实现扩散。农户通过观察同行案例、交流市场信息等社会学习过程，能够动态调整对风险收益的认知，这种认知更新会重塑其风险态度，进而影响实际参与决策。因此，在分析转型期农户电商参与行为时，整合社会学习机制与风险态度因素具有重要的理论价值和现实意义。本研究选择以山东省青岛市桃农为研究对象，青岛市具备持续发展电子商务的区位优势和资源禀赋，桃产业发展稳定，具有广泛的代表性。本研究基于社会学习理论和风险态度理论，构建了“社会学习-风险态度-决策行为”的理论分析框架，基于 327 份农户调研数据，采用 Heckman 两阶段模型、Probit 模型、IV-Probit 模型、Logit 模型以及中介效应模型，探讨社会学习、风险态度对农户农产品电商参与行为的影响机制，旨在为促进农村电商发展提供理论依据和政策建议。研究结果表明，社会学习对农户农产品电商参与行为具有显著的正向影响。社会学习通过观察学习和强化学习两个维度，提升了农户的电商参与决策概率和参与程度。风险态度作为中介变量，在社会学习与农户电商参与行为之间起到了重要的桥梁作用。

农户偏好风险的程度越高越倾向于参与电商，而社会学习通过提升农户偏好风险的程度，进一步促进农户农产品电商参与行为。研究还发现，农户的个体特征、家庭特征、生产特征以及外部环境因素对其电商参与行为具有显著影响。性别、年龄、文化水平、家庭收入、物流便利程度等因素均在不同程度上影响了农户的电商参与决策和参与程度。例如，女性农户在电商参与决策上较为保守，但在参与后表现出更高的积极性；年龄较大的农户由于厌恶风险，参与电商的意愿较弱；而物流便利程度和收入水平的 提升则显著增强了农户的电商参与意愿和行为。在异质性分析中，研究发现地理区位和组织参与对农户电商参与行为的影响存在显著差异。莱西、平度和城阳三个地区的社会学习对电商参与的影响效果依次递减，表明经济发达地区的电商参与已接近边际效应的减缓区间。此外，未参加合作社或行业协会的农户，其社会学习对电商参与的影响更为显著，表明组织参与可能通过既有的供销渠道削弱了电商平台的吸引力。基于研究结论，本文提出了以下政策建议：积极建设农村学习型社会，完善农户间的多样化学习体系，充分发挥示范户的引领作用；拓宽农户学习渠道，通过设立共 享书屋、电商示范基地等方式，促进电商知识的传播与共享；推进农村数字化基础设施建设，提升农户参与电商的信心和能力；提升农户对电商参与的风险认知水平，制定差异化的风险教育方案，帮助农户理性评估电商参与的潜在风险与收益；优化农户电商培训体系，提升培训的精准性和实用性，增强农户的电商运营能力。

With the swift advancement of e-commerce, online platforms for agricultural products have become crucial in streamlining product distribution and bridging the gap between farmers and markets. National policies strongly support the development of rural e-commerce, especially the introduction of policy documents such as the "No. 1 Central Document" and the "Digital Agriculture Rural Development Plan (2019-2025)", which provides a solid institutional guarantee and policy impetus for the development of rural e-commerce. E-commerce, with its advantages of transcending time and space constraints and strong information integration ability, is seen as an important way to break traditional market segmentation and promote the circulation of agricultural products.The year 2023 saw rural online retail sales climb to 2.5 trillion yuan, including 587.03 billion yuan from agricultural products.As agricultural product e-commerce evolves from a stage of rapid growth to one of transformation and development, its development in rural areas of China exhibits dual characteristics of spatial diffusion and model iteration. This transformation process objectively raises the threshold for farmers' participation: on the one hand, technological progress and market mechanisms place farmers in a high-risk competitive environment, requiring them to have real-time information acquisition capabilities, professional knowledge, and operational skills; on the other hand, the rule systems of e-commerce platforms form implicit entry barriers, subjecting small-scale farmers to the dual pressure of continuous capital investment and uncertain short-term returns. Against this backdrop, despite increasing policy support, the proportion of agricultural product e-commerce sales in the total national online sales remains relatively low, and the participation rate of farmers in e-commerce remains persistently low, becoming a key factor constraining the development of agricultural product e-commerce. The stable, familiar network characteristics of rural society provide farmers with unique social learning conditions, enabling the diffusion of knowledge and technology among them. Through social learning processes such as observing peer cases and exchanging market information, farmers can dynamically adjust their perceptions of risk and return. This cognitive update reshapes their risk attitudes and subsequently influences their actual participation decisions. Therefore, integrating social learning mechanisms and risk attitude factors in analyzing farmers' e-commerce participation behavior during the transformation period holds significant theoretical value and practical significance. This study chooses peach farmers in Qingdao, Shandong province as the research object. Qingdao has the location advantage and resource endowment of sustainable development of e-commerce, and the peach industry develops stably, which is widely representative. Integrating social learning theory and risk attitude theory, this research constructs an analytical framework called social learning-risk attitude-decision behavior.Based on 327 farmer survey data, Heckman two-stage model, Probit model, IV-Probit model, Logit model and intermediary effect model are adopted. To explore the influence mechanism of social learning and risk attitude , aiming to provide theoretical basis and policy suggestions for promoting the development of rural e-commerce. The results show that social learning has a significant positive impact on farmers' participation behavior in agricultural products e-commerce. Through three dimensions of neighborhood communication, mass media and professional training, social  learning improves the probability and participation degree of farmers' e-commerce participation in decision-making. Risk attitude, as an intermediary variable, plays an important bridging role between social learning and farmers' e-commerce participation behavior. Farmers with higher risk attitude are more inclined to participate in e-commerce, and social learning can further promote farmers' participation in e-commerce of agricultural products by improving their risk attitude. The study also found that farmers' individual characteristics, family characteristics, production characteristics and external environmental factors have significant impacts on their e-commerce participation behaviors. Factors such as gender, age, education level, family income and logistics convenience all affect the decision-making and participation degree of farmers' e-commerce participation to varying degrees. For example, female farmers are more conservative in e-commerce participation decision-making, but show higher enthusiasm after participation; Older farmers are less willing to participate in e-commerce because of their lower risk attitude.And the improvement of logistics convenience and income level significantly enhanced the willingness and behavior of farmers to participate in e-commerce. In the heterogeneity analysis, it is found that geographical location and organizational participation have significant differences on the influence of farmers' e-commerce participation behavior. The effect of social learning on e-commerce participation in Laixi, Pingdu and Chengyang regions decreases successively, indicating that e-commerce participation in economically developed areas has approached the slowing down range of marginal effect. In addition, for farmers who do not participate in cooperatives or industry associations, suggesting that organizational participation may weaken the attractiveness of e-commerce platforms through existing supply and marketing channels. Based on the research conclusions, this paper puts forward the following policy recommendations: actively build a rural learning society, improve the diversified learning system among farmers, and give full play to the leading role of demonstration households; Broaden the learning channels of rural households, and promote the dissemination and sharing of e-commerce knowledge by setting up shared libraries and e-commerce demonstration bases.To promote the construction of digital infrastructure in rural areas and enhance farmers' confidence and ability to participate in e-commerce; Improve farmers' risk cognition level of e-commerce participation, formulate differentiated risk education programs, and help farmers rationally evaluate the potential risks and benefits of e-commerce participation; Optimize farmers' e-commerce training system, improve the accuracy and practicability of training, and enhance farmers' e-commerce operation ability.