社会网络、交易成本与农户市场参与行为

Social Network,Transaction Cost and Farmers'Market Participation Behavior

基于2017年环渤海五省(市)的调研数据,运用triple-hurdle样本选择模型实证分析社会网络对农户市场参与行为的影响及作用机制。结果表明:交易成本中的信息搜寻成本、谈判成本和执行成本显著阻碍了农户的市场参与行为;社会网络对农户市场参与决策、外地市场参与决策和参与程度均有显著正向影响,其作用机制在于社会网络通过降低信息搜寻成本、谈判成本与执行成本,拉低了农户市场交易门槛,进而促进其参与市场;受教育程度提高、种植年限增加、加入合作社对农户市场参与决策有促进作用,受教育程度越高、种植规模越大、劳动力数量越多的农户越倾向于选择外地市场并提高市场参与程度。因此,应通过发挥专业大户等有销售经验农户的社会网络带动作用、提升农户组织化程度、及时发布农产品价格信息和规范农产品市场等措施来降低农户的交易成本。

Based on the survey data of five provinces of Bohai rim in 2017,this paper uses triple-hurdle sample selection model to analyze the impact of social network on farmers'market participation behavior and its mechanism.The results show that information searching cost,negotiation cost and execution cost in transaction cost significantly hinder farmers'market participation behavior.Social network has significant positive impact on farmers'decision-making of market participation,decision-making of field markets participation and participation degree.The mechanism is that social network reduces the information searching cost,negotiation cost and execution cost,lowers the threshold of farmers'market transactions,and promotes farmers'market participation behavior.Higher education level,longer planting years and participation in cooperatives are helpful to market participation decision-making.Furthermore,higher education level,larger planting scale and more labors will choose foreign markets and increase market participation.Therefore,it is necessary to develop the social network driving role of large professional households with sales experience,enhance the degree of farmers'organization,timely publish the price information of agricultural products,and standardize the agricultural product market to reduce transaction costs.