信息获取能力会影响果农的销售渠道选择吗?

Does Information Accessibility Affect Apple Farmers' Choice of Marketing Channels?

进入数字经济时代后,信息逐步成为影响农户行为决策的关键因素。本研究基于行为转变理论和计划行为理论,利用来自中国黄土高原优势产区1074户微观数据,通过运用Ordered Probit模型,实证检验信息获取能力对果农销售渠道选择的影响,并进一步运用条件混合过程估计法(CMP方法)对模型进行了内生性检验。研究结果表明:(1)当前,传统销售渠道的中间商(果贩)仍然是果农销售农产品的主要方式;(2)信息获取能力对果农销售渠道的选择有显著正向影响,即信息工具使用水平对果农进入市场壁垒更高的销售渠道具有促进作用;(3)信息获取能力正向显著影响新、中生代苹果户群体对销售渠道的选择。因此,政府应在完善农村信息基础设施和信息服务体系的同时,优化升级农产品流通体系,重点对新生代农户开展信息技术培训,提升其信息获取能力。

In the digital economy,information is a key factor influencing farmers’behavioral decisions.Based on the behavioral change theory and the theory of planned behavior,this study utilized microdata from 1,074 households in the dominant production areas of the Loess Plateau in China,using the Ordered Probit model to analyze the influence mechanism of information acquisition ability on farmers’agricultural product sales channel selection,and the model was tested for endogeneity by conditional mixing process(CMP)method.The results of the study show that(1)The middlemen(fruit vendors)of the traditional marketing channels are still the main way for fruit farmers to sell their agricultural products;(2)Information accessibility has a significant impact on the choice of marketing channels for farmers,i.e.,Internet use has a facilitating effect on farmers’access to marketing channels with higher market barriers;and(3)The ability to obtain information has a significant positive impact on the selection of sales channels by the new and mesozoic Apple user groups.Therefore,the government should optimize and upgrade the circulation system of agricultural products while improving the rural information infrastructure and information service system,and focus on providing information technology training to the new generation of farmers to enhance their information acquisition capabilities.