摘要
农产品销售渠道的选择直接关乎农户生计,对农户收入具有重要影响。文章通过构建市场风险、合作社社会化服务对农户农产品销售渠道选择影响的分析框架,基于陕西省蔬菜合作社社员的调查数据,运用二元Logit模型,实证分析市场风险和合作社社会化服务对农户销售渠道选择的影响机理,以期为农户销售行为提供更为丰富的理论和实践借鉴。研究结果表明:(1)农户认为市场风险越大,越会通过合作社销售农产品。农产品销售困难程度在10%的显著性水平上对农户选择合作社销售具有负向作用,即当农户感觉自己的农产品销售越困难、不能及时销售出去,越会通过合作社进行销售。(2)合作社为农户提供社会化服务越充分全面,农户选择合作社销售农产品的概率越大。合作社提供收购服务和运输服务分别在1%和5%的显著性水平上对农户选择合作社销售具有正向影响。同样,合作社收购价格满意程度在1%的显著性水平上对农户选择合作社销售农产品具有正向影响。(3)年龄和受教育程度都在1%的显著性水平上对农户选择合作社销售具有显著影响。根据研究结论,文章提出:合作社要加大对农户的社会化服务,政府有关部门应该积极培育新型销售形式,促进农产品多元化流通,并且应加强对农产品市场的严格监管与市场信息预测;农户应提高个人文化素养,降低人力资本风险。
The choice of agricultural products marketing channel is directly related to the livelihood of farmers and has an important impact on farmers’ income. Based on the survey data of vegetable cooperatives in Shaanxi Province, this paper empirically analyzed the influence mechanism of market risk and socialized service of cooperatives on farmers’ marketing channel selection by constructing an analytical framework of the influence of market risk and socialized service of cooperatives on farmers’ marketing channel selection, so as to provide more abundant theoretical and practical reference for farmers’ marketing behavior. The results showed that:(1) The more farmers think the market risk is, the more they will sell agricultural products through cooperatives. The difficulty of selling agricultural products at the significance level of 10% has a negative effect on farmers’ choice of selling in cooperatives, that is, when farmers feel that the more difficult their agricultural products are to sell, the more they will sell through cooperatives.(2) Cooperatives provide socialized services for farmers, and the more likely farmers are to choose cooperatives to sell agricultural products. At the significance level of 1% and 5%, the purchasing service and transportation service provided by cooperatives had a positive influence on farmers’ choice of cooperative sales.Similarly, the satisfaction degree of cooperatives purchase price has a positive influence on farmers’ choice of cooperatives to sell agricultural products at the significance level of 1%.(3) Both age and education level had significant influence on farmers’ choice of cooperative sales at the significance level of 1%. According to the research conclusion, this paper put forward that cooperatives should increase the socialized service for farmers, the relevant government departments should actively cultivate new sales forms, promote the diversified circulation of agricultural products, and strengthen the strict supervision and market information prediction of agricultural products market. Farmers should improve individual cultural literacy and reduce human capital risk.
作者
黄智君
何海燕
王秀英
徐苗苗
黄晓慧
HUANG Zhijun;HE Haiyan;WANG Xiuying;XU Miaomiao;HUANG Xiaohui(State Academy of Forestry and Grassland Administration,Beijing 102600;College of Economics and Management,Northwest A&F University,Yangling 712100;Business School,Jiangsu Normal University,Xuzhou 221116)
出处
《林业经济》
北大核心
2022年第1期65-75,共11页
Forestry Economics
基金
国家自然科学基金项目“返乡动机、人力资本与返乡农民工农业生产行为研究”(编号:71703124)。
关键词
市场风险
社会化服务
销售渠道
market risk
socialized service
marketing channel
