农户对果蔬农产品销售渠道满意度调查——以广东省果蔬种植户为例

Farmers' Satisfaction Survey on Sales Channels of Fruit and Vegetable Products——Taking Fruit and Vegetable Farmers in Guangdong as an Example

对广东省55个县(市、区)1 140户果蔬种植户进行入户问卷调查,并采用分层回归分析法,研究各地农户在果蔬农产品销售过程中对销售渠道的满意度。结果表明:农户的年龄、受教育程度和生产规模对销售渠道满意度都存在显著的正向影响,经济状况对销售渠道满意度存在显著的反向影响,性别对渠道满意度没有显著影响。价格、方便性、规模性、主动性、稳定性、关系性和习惯性都对渠道满意度有显著的正向影响,而经济性对渠道满意度没有显著影响。其中,对渠道满意度影响最大的为主动性,其次为价格。针对调查分析所发现的这些问题,提出了完善我国果蔬农产品销售渠道的相关建议。

1140 households of fruit and vegetable crops in 55 counties(cities and districts)of Guangdong province were surveyed by questionnaire,and the hierarchical regression analysis was adopted to study the satisfaction degree of farmers everywhere in the sales process of fruits and vegetables.The results showed that:the age,education level and production scale of farmers had significant positive effects on the satisfaction of sales channels,and the economic situation had a significant reverse effect on the satisfaction of sales channels,and sex had no significant impact on the satisfaction of channels.Price,convenience,scale,initiative,stability,relationship and habit had significant positive effects on channel satisfaction,while economy had no significant impact on channel satisfaction.Among them,the greatest influence on channel satisfaction was initiative,followed by price.In view of the problems found in the investigation and analysis,suggestions for improving the sales channels of fruit and vegetable products in China were put forward.