特色农产品优势区枣农销售渠道选择行为研究

Study on sales channel selection behavior of jujube farmers in characteristic agricultural products advantage area

基于第一师阿拉尔市8个团场23个连队的436户枣农问卷调查数据,采用因子分析法和Logistic实证模型,研究枣农销售渠道选择行为及影响因素。研究发现,家庭资源是影响枣农销售渠道选择的重要因素;行为能力是影响枣农销售渠道选择的关键因素;产品因素、渠道因素和经济收益因素对枣农选择红枣销售渠道具有显著影响;社会因子和农业补贴因子对枣农销售渠道的选择没有产生显著影响;塔南罐区更适宜种植红枣且枣农更偏向选择契约型销售模式。

Based on the questionnaire survey data of 436 jujube farmers from 23 companies of 8 regiments in Alar city of the first divi⁃sion,this paper used factor analysis and Logistic empirical model to study the marketing channel selection behavior of jujube farmers and its influencing factors.The results showed that family resources was an important factor affecting the sales channel selection of ju⁃jube farmers.Behavioral ability was the key factor affecting the sales channel selection of jujube farmers.Product factors,channel fac⁃tors and economic income factors had a significant impact on the sales channel selection of jujube farmers.Social factors and agricultur⁃al subsidies had no significant impact on the sales channel selection of jujube farmers;Tanan tank farm was more suitable for planting jujube,and jujube farmers prefer to choose contract sales mode.