文章摘要
信息化、社会网络与农户农资购买渠道选择——基于公司直销与农资零售店的比较
Information, social network and farmers’ purchasing channel choice of agricultural inputs: Based on the comparison between firm direct sales and store retails
投稿时间:2019-11-11  最后修改时间:2020-03-10
DOI:10.13872/j.1000-0275.2020.0025
中文关键词: 信息化  社会网络  农户  直销  农资零售店
英文关键词: information  social network  farmers  firm direct sales  agricultural input store retails
基金项目:现代农业产业技术体系建设专项资助(CARS-28);国家自然科学基金项目(71603207);教育部人文社会科学青年基金项目(16YJC790085)
作者单位E-mail
杨海钰 西北农林科技大学 经济管理学院/西部农村发展研究中心 78346840@qq.com 
李星光 西北农林科技大学 经济管理学院/西部农村发展研究中心 447474492@qq.com 
张聪颖 西北农林科技大学 经济管理学院/西部农村发展研究中心 1203921312@qq.com 
蔡文聪 西北农林科技大学 经济管理学院/西部农村发展研究中心 784442121@qq.com 
霍学喜 西北农林科技大学 经济管理学院/西部农村发展研究中心 xuexihuo@nwafu.edu.cn 
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中文摘要:
      农户购买农资时面临多样化的购买渠道,而信息化与社会网络是影响农户农资购买渠道选择的重要因素。本文利用陕西、甘肃、山东和云南四省农户调研数据,比较了公司直销与农资零售店两种购买渠道的差异,运用二元 Logit 模型和中介效应模型,分析信息化与社会网络对农户农资购买渠道选择的影响。结果表明,农户选择公司直销与农资零售店的比例分别为10.1%和89.9%,即大多数农户选择农资零售店购买农资。信息利用对农户选择公司直销渠道具有显著正向影响;从亲戚和朋友两个维度测量社会网络,发现宗族型社会网络对农户选择公司直销渠道产生了正向影响,朋友圈型社会网络影响不显著;农户农资市场信息认知在信息利用促进农户选择公司直销渠道中发挥部分中介效应。因此,政府应加强农村信息基础设施建设,培养农户信息利用能力。公共信息供给过程中扩大宣传对象群体,促使信息在农户社会网络中有效扩散传播。建设农资企业与农户间有效的信息交流平台,打破信息壁垒,从而帮助农户改进农资购买决策。
英文摘要:
      Farmers are faced with multiple purchasing channels when buying agricultural inputs. Information and social network are important factors that affect the choice of purchasing channels. Based on a rural household survey data in Shaanxi, Gansu, Shandong, and Yunnan, this paper compared firm direct sales and store retails of agricultural inputs and analyzed the impacts of information and social network on farmers’ purchasing channel choices by the binary Logit model and the mediation effect model. Survey data shows that 89.9% of farmers choose store retails to purchase agricultural inputs while only 10.1% of surveyed farmers choose firm direct sales. Estimation results show that information utilization and the social network of relatives and friends have significant positive impacts on farmers’ choice of firm direct sales, but the social network of friendship has no significant impacts. While farmers’ cognition of agricultural market information has partial mediating effect on the impact of information utilization on farmers’ choice of direct sales. Therefore, to help farmers improve their purchasing decisions, the government should strengthen the construction of rural information infrastructure, cultivate the ability of farmers to use information, promote the effective diffusion of information with social network by expanding the propaganda objects of public information supply and constructing an effective information exchange platform between agricultural inputs enterprises and farmers.
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