社会资本多维视角与农户销售渠道选择——基于微观调研数据的实证

Farmers' Sales Channel Choice under Multi-dimensional Social Capital Perspective——An Empirical Analysis Based on Microcosmic Research Data

基于陕、甘、鲁、豫苹果主产区微观农户数据,运用多元选择模型,以外地客商渠道作为参照,从社区社会资本、社会网络、社会信任、社会参与、社会声望多维视角探究社会资本影响农户销售渠道选择的机理。结果表明:社区社会资本越丰富,农户选择公司渠道、合作社渠道及自销的概率越小;社会网络越丰富,农户选择外地客商渠道的概率越大;社会信任程度越高,农户选择公司渠道及自销渠道的概率越大;社会声望越高农户选择公司渠道、合作社渠道及自销渠道的概率越大;社会参与程度越大,农户选择公司渠道、合作社渠道及自销渠道的概率越大。此外,户主文化程度、风险认知程度、是否为社员、家庭收入及销售地点等对农户销售渠道选择具有显著影响。

Based on microcosmic research data from Shanxi,Gansu,Shandong and Henan provinces,this paper analyzes the internal mechanism between social capital and farmers＇ sales channel choice under multi-dimensional perspective from community social network,social network,social trust,social participation and social prestige.The result shows that community social capital has a negative impact on farmer＇s choosing company,cooperative and native retailers to trade;the social network has a negative impact on farmer＇s choosing nonlocal retailers to trade;the social trust has a positive impact on farmer＇s choosing company,cooperative and native retailers to trade;the social prestige has a positive impact on farmer＇s choosing company,cooperative and native retailers to trade;the social participation has a positive impact on farmer＇s choosing company,cooperative as well as the native retailers to trade.In addition,other factors have a significant impact on farmers＇ sales channel choosing behavior such as the educational level of householders,whether to join the cooperatives or not,family income and sale places.