辽宁农业职业技术学院学报

数字乡村生活是建设数字乡村的动力所在，也是推动乡村振兴的重要一环。为探究农户在乡村生活数字化转型中的参与意愿及影响因素，选取山东省数字乡村试点地区1 260份农户样本，运用二元Logit模型进行分析。结果表明：（1）个体特征对参与意愿的影响呈显著领域异质性，女性更倾向参与数字消费与生活服务，男性偏好数字文娱；年龄对参与意愿的作用非线性，年长农户更愿参与数字消费与出行，年轻农户易接受数字生活服务；教育水平正向影响数字文娱与生活服务参与意愿，却负向影响数字消费。（2）家庭特征中经济基础与社会资本作用分化，家庭年收入正向驱动数字消费、文娱与生活服务参与，抑制数字出行；家庭成员数量仅负向影响数字文娱；家中有村委任职者，数字消费意愿高、数字文娱意愿低。（3）认知程度影响体现场景适配性，政策认知正向促进数字消费、文娱与生活服务参与，负向影响数字出行；支持数字乡村建设的农户数字消费意愿高，数字生活服务与出行意愿低；对数字乡村建设看法越积极，数字消费、文娱与生活服务意愿越高。据此，本研究为理解农户数字参与决策的差异化逻辑提供了微观经验证据，也为数字乡村建设中制定精准化推进策略、弥合数字鸿沟提供政策启示。

Digital rural life is the driving force for the construction of digital villages,and it is also an important part of promoting rural revitalization. In order to explore the participation willingness and influencing factors of farmers in the digital transformation of rural life,1 260 farmer samples were selected from digital rural pilot areas in Shandong Province,and the binary Logit model was used for analysis. The results showed that:firstly,the influence of individual characteristics on the willingness to participate is significantly heterogeneous in the field. Women are more inclined to participate in digital consumption and life service,and men prefer digital entertainment;the effect of age on participation willingness is non-linear. Older farmers are more willing to participate in digital consumption and travel,while young farmers are more likely to accept the digital life service.Education level positively affects the willingness to participate in digital entertainment and life service,but negatively affects digital consumption. Secondly,the role of economic foundation and social capital in family characteristics is differentiated. Family annual income positively drives the participation of digital consumption,entertainment and life service,and inhibits digital travel. The number of family members only negatively affects digital entertainment. Households with village committee members show higher willingness toward digital consumption but lower willingness toward digital entertainment. Thirdly,the level of policy awareness influences the suitability of its application across different scenarios. Higher awareness enhances participation in digital consumption,entertainment,and life service,but discourages engagement with digital travel. Farmers who support digital rural construction have a high willingness to consume digital products,and a low willingness to provide digital life service and travel. The more positive the view of digital rural construction,the higher the willingness of digital consumption,entertainment and life service. Accordingly,the micro-empirical evidence for understanding the differentiated logic of farmers' digital participation in decision-making is offered,and policy implications for formulating precise promotion strategies and bridging the digital divide in the construction of digital villages are also provided.