农户销售模式选择影响因素研究——以海南果农为例

Influence Factors for Selection of Sale Models:A Case Study of Mango Farmers in Hainan

分析农户在农产品销售过程中选择不同销售模式的原因及其影响因素,并用实证数据加以验证,为提高农产品运销效率,增加农民收入提供参考。以海南芒果果农为例,通过抽样调查和实地考察,总结当前芒果果农销售农产品的主要模式,并用计划行为理论分析农户选择销售模式的影响因素;通过问卷调查法收集数据,运用Logit模型验证影响因素。结果发现,教育程度、风险态度、进取心态、获取信息难度、社会认同五个因素对农户选择不同销售模式的行为有显著影响,农户选择"地头市场"模式而不选择"批发市场"模式的主要原因在于对新模式不够了解、惧怕承担风险和受到舆论压力。因此,政府应在农村地区加强宣传教育,扶持农业带头人,以促进新型销售模式的推广。

In order to improve the efficiency of agriculture products distribution and enhance farmers income, The reasons why farmers choose different sale models, and factors influencing their choice of different sale models were analyzed, which were verified with empirical data. Hainan mango farmers were used as a case study, and their main sale models of mango in Hainan were summarized. The factors influencing the selection of sale models by the farmers were analyzed by planed behavior, and were verified by Logistic model with the data from a questionnaire survey. The results showed that education level, attitude to risk, mindset, accessibility to information and social recognition remarkably influenced farmers＇ behaviors. The reasons for farmers to select traditional sale model rather than new sale model included failure to recomaize new model, fear of risk. and nressure of nublic voice The government zhnuldstrengthen promotion, and support agricultural leading farmers in the countryside, so that the new sale model could be developed and promoted.