数字素养与农户数字金融使用——行为决策与产品选择

张馨月¹　刘渊博²　温涛²

（1.西南政法大学；2.西南大学）

摘要：数字经济时代，数字素养成为弥合数字鸿沟、共享数字发展红利的基本能力和必备素养。本文利用2021年中国农村经济与农村金融调查数据进行实证研究，旨在探讨数字素养对农户数字金融使用的影响与作用机制。研究结果显示，数字素养是影响农户数字金融行为决策与产品选择的重要因素，提高数字素养不仅可以增加农户使用数字金融的概率，还可以扩大数字金融使用的广度和深度。机制分析结果显示，数字素养通过降低农户对数字金融的工具排斥和自我排斥，提高该群体数字金融的使用概率、使用广度和使用深度。异质性分析发现，数字素养对不同收入群体的数字金融使用的影响存在明显差异，相较于非相对贫困户，处于相对贫困状态的农户数字金融使用概率和使用深度的提升效果有限。据此，做好普惠金融大文章，不仅要提升农民数字素养水平，破解普惠金融服务“最后一公里”难题，还应该加快构建乡村数字金融包容性发展路径，促进农村普惠金融高质量发展。

关键词：数字素养；数字金融使用；行为决策；产品选择；普惠金融

作者简介：张馨月，西南政法大学国家安全学院助理研究员，重庆，401120；刘渊博，西南大学经济管理学院助理研究员，通信作者，重庆，400715；温涛，西南大学经济管理学院教授、博士生导师。

基金项目：教育部哲学社会科学研究后期资助重大项目“中国特色农村金融反贫困的理论与实践经验研究”（23JHQ010）；国家资助博士后研究人员计划“数字金融赋能县域富民产业的作用机制与实现路径研究”（GZC20251602）；中国博士后科学基金面上资助项目“财政金融协同提升乡村特色产业联农带农效能的机制与路径研究”（2026M792644）

引用格式：张馨月，刘渊博，温涛. 数字素养与农户数字金融使用：行为决策与产品选择[J]. 经济与管理研究，2026，47（8）：87-101.

Digital Literacy and Farmers' Use of Digital Finance

—Behavioral Decision and Product Selection

ZHANG Xinyue¹, LIU Yuanbo², WEN Tao²

( (1. Southwest University of Political Science & Law, Chongqing 401120;

2. Southwest University, Chongqing 400715)

Abstract: In the digital economy, digital literacy has become a fundamental skill and essential capability for bridging the digital divide and sharing the benefits of digital development. Using data from the 2021 China Rural Economy and Rural Finance Survey, this paper constructs a household-level digital literacy index to measure farmers' use of digital finance from three dimensions: participation, breadth, and depth. It employs the Probit, Poisson, and OLS models for empirical analysis and applies multiple estimation methods to address potential endogeneity. It also examines the transmission mechanisms through which digital literacy affects farmers' use of digital finance from the perspectives of tool exclusion and self-exclusion, and further investigates heterogeneity across different types of digital literacy, income groups, and financial products.

The findings show that digital literacy increases the probability that farmers use digital finance and expands both the breadth and depth of use. Compared with applied digital literacy, general digital literacy has a stronger effect, indicating that basic digital capabilities such as device access, information search, software operation, and online communication remain essential prerequisites for farmers' participation in digital financial activities. Mechanism analysis shows that digital literacy can alleviate tool exclusion by improving farmers' ability to operate digital financial applications and reduce self-exclusion by enhancing their financial knowledge, information acquisition capabilities, and risk identification capabilities.

Heterogeneity analysis shows that digital literacy promotes the use of digital finance among both relatively poor and non-poor rural households, but its effects are weaker among relatively poor households, especially in terms of use depth. At the product level, digital literacy can promote farmers' use of digital payments, digital credit, online wealth management, and credit authorization, but has no significant effect on digital insurance.

The marginal contribution of this paper lies in incorporating digital literacy into the analytical framework of farmers' digital financial behavior, and in identifying tool exclusion and self-exclusion as two key mechanisms linking digital literacy to financial participation. The findings suggest that promoting the high-quality development of rural inclusive finance should not rely solely on infrastructure expansion or the supply of financial products, but should also place greater emphasis on building farmers' digital capabilities. To advance inclusive finance, policy efforts should focus on continuously improving farmers' general digital literacy, enhancing the operability, age-friendliness, and rural adaptability of digital financial applications, strengthening financial knowledge dissemination and digital risk education, and designing more inclusive digital financial products, so that rural residents can share the benefits of digital financial development on a more equal basis.

Keywords: digital literacy; use of digital finance; behavioral decision; product selection; inclusive finance

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