现代通讯技术使用和交易成本对农户市场销售渠道选择的影响
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摘要
以手机和互联网为代表的现代通讯技术的普及和应用,对拓展农户信息获取渠道、降低交易成本、市场销售渠道选择均产生深刻影响。基于山东和河北两大蔬菜主产省1 263份农户调查数据,运用Probit模型实证分析现代通讯技术使用和交易成本对农户市场销售渠道选择的影响。结果表明:(1)现代通讯技术使用与否、主动信息获取和被动信息获取的农户存在特征异质性,并对销售渠道选择产生显著影响。使用现代通讯技术的农户增加了通过中间商和合作社渠道销售的概率,减少了通过自行销售渠道销售的概率。主动信息获取对合作社渠道有正向影响,而对自行销售渠道有显著负向影响。(2)交易成本总体上和合作社渠道显著相关,交易成本越高的农户越愿意选择合作社渠道,各个维度的交易成本对农户销售渠道选择产生显著影响。基于此,政府应进一步提高现代通讯技术普及率,加强农村地区信息化应用能力培训,注重农产品生产、销售相关信息的搜集和发布等信息源建设,增强农户信息素养,降低不同维度的交易成本,提高农户参与市场程度。
The rapid development of information communication technology, represented by mobile phones and the internet, expanding information access channels and reducing transaction costs, will have a profound impact on farmers' choice of marketingchannels. Based on the survey data of 1 263 rural households in two major vegetable producing provinces Shandong and Hebei, this study used A Probit model to empirically analyze the impact of information communication technology on farmers' choice of marketing channels. The results show that: first, there is heterogeneity in the characteristics of peasant households with or without access to information communication technology, as well as those who actively or passively acquire information. Farmers using information communication technology increases the probability of selling products through middlemen and cooperatives, reducing the probability of self-selling channels. Active information acquisition has a positive impact on cooperative channels, but has a significant negative impact on self-selling channels. Second, the transaction cost is generally related to the cooperative channel. The higher transaction cost, the more farmers are willing to choose the cooperative channel. The transaction cost of each dimension has a significant impact on the farmers' sales channel selection. Based on this, the government should further increase the penetration rate of information communication technology, strengthen informatization in rural areas, pay attention to the construction of information sources such as the collection and distribution of market information, enhance the information literacy among farmers, reduce their transaction costs, and increase the farmers' participation in the market.
The rapid development of information communication technology, represented by mobile phones and the internet, expanding information access channels and reducing transaction costs, will have a profound impact on farmers' choice of marketingchannels. Based on the survey data of 1 263 rural households in two major vegetable producing provinces Shandong and Hebei, this study used A Probit model to empirically analyze the impact of information communication technology on farmers' choice of marketing channels. The results show that: first, there is heterogeneity in the characteristics of peasant households with or without access to information communication technology, as well as those who actively or passively acquire information. Farmers using information communication technology increases the probability of selling products through middlemen and cooperatives, reducing the probability of self-selling channels. Active information acquisition has a positive impact on cooperative channels, but has a significant negative impact on self-selling channels. Second, the transaction cost is generally related to the cooperative channel. The higher transaction cost, the more farmers are willing to choose the cooperative channel. The transaction cost of each dimension has a significant impact on the farmers' sales channel selection. Based on this, the government should further increase the penetration rate of information communication technology, strengthen informatization in rural areas, pay attention to the construction of information sources such as the collection and distribution of market information, enhance the information literacy among farmers, reduce their transaction costs, and increase the farmers' participation in the market.
引文
[1] Pratap Birthal,Joshi P K,Ashok Gulati.Vertical Coordination in High-value Food Commodities:Implications for Smallholders[Z]Mtid Discussion Paper,2005,85:1-10.
[2] 侯建昀,霍学喜.信息化能促进农户的市场参与吗?——来自中国苹果主产区的微观证据[J].财经研究,2017,43(1):134-144.
[3] Deichmann U,Goyal A,Mishra D.Will Digital Technologies Transform Agriculture in Developing Countries?[J].Agricultural Economics,2016,47(S1):21-33.
[4] Aker J C,Ksoll C.Can Mobile Phones Improve Agricultural Outcomes?Evidence From A Randomized Experiment in Niger[J].Food Policy,2016,60:44-51.
[5] Aker J C,Mbiti I M.Mobile Phones and Economic Development in Africa[J].Journal of Economic Perspectives,2010,24(3):207-232.
[6] Nakasone E,Torero M.A Text Message Away:ICTs as A Tool to Improve Food Security[J].Agricultural Economics,2016,47(S1):49-59.
[7] Zanello G.Mobile Phones and Radios:Effects on Transactions Costs and Market Participation for Households in Northern Ghana[J].Journal of Agricultural Economics,2012,63(3):694-714.
[8] Aker J C,Fafchamps M.Mobile Phone Coverage and Producer Markets:Evidence From West Africa[J].World Bank Economic Review,2015,29(2):262-292.
[9] Chowdhury S K.Access to Information,Transaction Costs and Marketing Choice of Rural Households Between Middlemen and Direct Buyers in Bangladesh[C]//Royal Economic Society Conference.Royal Economic Society,2002.
[10] 刘晓倩,韩青.农村居民互联网使用对收入的影响及其机理——基于中国家庭追踪调查(CFPS)数据[J].农业技术经济,2018(9):123-134.
[11] 高彦彦.互联网信息技术如何促进农村社会经济发展?[J].现代经济探讨,2018(4):94-100.
[12] Muto M,Yamano T.The Impact of Mobile Phone Coverage Expansion on Market Participation:Panel Data Evidence From Uganda[J].World Development,2009,37(12):1 887-1 896.
[13] Gonzalez G R,Claro D P,Palmatier R W.Synergistic Effects of Relationship Managers’ Social Networks on Sales Performance[J].Journal of Marketing,2014,78(1):76-94.
[14] Hobbs J E.Measuring the Importance of Transaction Costs in Cattle Marketing[J].American Journal of Agricultural Economics,1997,79(4):1 083-1 095.
[15] Key N,Sadoulet E,Janvry A D.Transactions Costs and Agricultural Household Supply Response[J].American Journal of Agricultural Economics,2000,82(2):245-259.
[16] 屈小博,霍学喜.交易成本对农户农产品销售行为的影响——基于陕西省6个县27个村果农调查数据的分析[J].中国农村经济,2007(8):35-46.
[17] Jagwe J,Machethe C,Ouma E.Transaction Costs and Smallholder Farmers’ Participation in Banana Markets in the Great Lakes Region of Burundi,Rwanda and the Democratic Republic of Congo[J].African Journal of Agricultural & Resource Economics,2013,5(6):753-762.
[18] 侯建昀,刘军弟.交易成本对农户市场化行为影响研究[J].农业技术经济,2014(8):25-36.
[19] I J Ismail,M Srinivas,D H Tundui.Transaction Costs and Market Participation Decisions of Maize Smallholder Farmers in Dodoma Region,Tanzania[J].Global Journal of Biology,Agricultural & Health Sciences,2015,4(2):12-20.
[20] Hao J,Bijman J,Gardebroek C,et al.Cooperative Membership and Farmers’ Choice of Marketing Channels——Evidence From Apple Farmers in Shaanxi and Shandong Provinces,China[J].Food Policy,2018,74:53-64.
[21] 刘修岩,章元,贺小海.教育与消除农村贫困:基于上海市农户调查数据的实证研究[J].中国农村经济,2007(10):61-68.
[22] 罗文斌.中国土地整理项目绩效评价、影响因素及其改善策略研究[D].杭州:浙江大学,2011:150-152.
[23] Lapar M L,Holloway G,Ehui S.Policy Options Promoting Market Participation Among Smallholder Livestock Producers:A Case Study From the Philippines[J].Food Policy,2003,28(3):187-211.
[24] Maltsoglou I,Tanyeri-Abur A.Transaction Costs,Institutions and Smallholder Market Integration:Potato Producers in Peru[C]//Agricultural and Development Economics Division of the Food and Agriculture Organization of the United Nations (FAO-ESA),2005.
[25] Wang Gui Xia,Huo Ling Guang,Zhang Yue Jie.Analysis on the Factors Affecting the Choice of Vertical Collaborative Forms of Beef Cattle Breeders [J].Agricultural Economic Issues,2006(8):54-58.
[26] Ferto I,Szabó Gábor G.The Choice of the Supply Channels in Hungarian Fruit and Vegetable Sector[C]//American Agricultural Economics Association 2002 Annual Meeting,California Long Beach,2002.
[27] Berdegue J A,Reardon T,Balsevich F,et al.Supermarkets and Michoacan Guava Farmers in Mexico[Z].Staff Papers,2006.
[28] P de Bruyn,J N de Bruyn,N Vink,et al.How Transaction Costs Influence Cattle Marketing Decisions in the Northern Communal Areas of Namibia [J].Agrekon,2001,40(3):405-425.
(1)2016年寿光国民经济和社会发展统计公报。
(2)2016年廊坊市国名经济和社会发展统计公报。
[2] 侯建昀,霍学喜.信息化能促进农户的市场参与吗?——来自中国苹果主产区的微观证据[J].财经研究,2017,43(1):134-144.
[3] Deichmann U,Goyal A,Mishra D.Will Digital Technologies Transform Agriculture in Developing Countries?[J].Agricultural Economics,2016,47(S1):21-33.
[4] Aker J C,Ksoll C.Can Mobile Phones Improve Agricultural Outcomes?Evidence From A Randomized Experiment in Niger[J].Food Policy,2016,60:44-51.
[5] Aker J C,Mbiti I M.Mobile Phones and Economic Development in Africa[J].Journal of Economic Perspectives,2010,24(3):207-232.
[6] Nakasone E,Torero M.A Text Message Away:ICTs as A Tool to Improve Food Security[J].Agricultural Economics,2016,47(S1):49-59.
[7] Zanello G.Mobile Phones and Radios:Effects on Transactions Costs and Market Participation for Households in Northern Ghana[J].Journal of Agricultural Economics,2012,63(3):694-714.
[8] Aker J C,Fafchamps M.Mobile Phone Coverage and Producer Markets:Evidence From West Africa[J].World Bank Economic Review,2015,29(2):262-292.
[9] Chowdhury S K.Access to Information,Transaction Costs and Marketing Choice of Rural Households Between Middlemen and Direct Buyers in Bangladesh[C]//Royal Economic Society Conference.Royal Economic Society,2002.
[10] 刘晓倩,韩青.农村居民互联网使用对收入的影响及其机理——基于中国家庭追踪调查(CFPS)数据[J].农业技术经济,2018(9):123-134.
[11] 高彦彦.互联网信息技术如何促进农村社会经济发展?[J].现代经济探讨,2018(4):94-100.
[12] Muto M,Yamano T.The Impact of Mobile Phone Coverage Expansion on Market Participation:Panel Data Evidence From Uganda[J].World Development,2009,37(12):1 887-1 896.
[13] Gonzalez G R,Claro D P,Palmatier R W.Synergistic Effects of Relationship Managers’ Social Networks on Sales Performance[J].Journal of Marketing,2014,78(1):76-94.
[14] Hobbs J E.Measuring the Importance of Transaction Costs in Cattle Marketing[J].American Journal of Agricultural Economics,1997,79(4):1 083-1 095.
[15] Key N,Sadoulet E,Janvry A D.Transactions Costs and Agricultural Household Supply Response[J].American Journal of Agricultural Economics,2000,82(2):245-259.
[16] 屈小博,霍学喜.交易成本对农户农产品销售行为的影响——基于陕西省6个县27个村果农调查数据的分析[J].中国农村经济,2007(8):35-46.
[17] Jagwe J,Machethe C,Ouma E.Transaction Costs and Smallholder Farmers’ Participation in Banana Markets in the Great Lakes Region of Burundi,Rwanda and the Democratic Republic of Congo[J].African Journal of Agricultural & Resource Economics,2013,5(6):753-762.
[18] 侯建昀,刘军弟.交易成本对农户市场化行为影响研究[J].农业技术经济,2014(8):25-36.
[19] I J Ismail,M Srinivas,D H Tundui.Transaction Costs and Market Participation Decisions of Maize Smallholder Farmers in Dodoma Region,Tanzania[J].Global Journal of Biology,Agricultural & Health Sciences,2015,4(2):12-20.
[20] Hao J,Bijman J,Gardebroek C,et al.Cooperative Membership and Farmers’ Choice of Marketing Channels——Evidence From Apple Farmers in Shaanxi and Shandong Provinces,China[J].Food Policy,2018,74:53-64.
[21] 刘修岩,章元,贺小海.教育与消除农村贫困:基于上海市农户调查数据的实证研究[J].中国农村经济,2007(10):61-68.
[22] 罗文斌.中国土地整理项目绩效评价、影响因素及其改善策略研究[D].杭州:浙江大学,2011:150-152.
[23] Lapar M L,Holloway G,Ehui S.Policy Options Promoting Market Participation Among Smallholder Livestock Producers:A Case Study From the Philippines[J].Food Policy,2003,28(3):187-211.
[24] Maltsoglou I,Tanyeri-Abur A.Transaction Costs,Institutions and Smallholder Market Integration:Potato Producers in Peru[C]//Agricultural and Development Economics Division of the Food and Agriculture Organization of the United Nations (FAO-ESA),2005.
[25] Wang Gui Xia,Huo Ling Guang,Zhang Yue Jie.Analysis on the Factors Affecting the Choice of Vertical Collaborative Forms of Beef Cattle Breeders [J].Agricultural Economic Issues,2006(8):54-58.
[26] Ferto I,Szabó Gábor G.The Choice of the Supply Channels in Hungarian Fruit and Vegetable Sector[C]//American Agricultural Economics Association 2002 Annual Meeting,California Long Beach,2002.
[27] Berdegue J A,Reardon T,Balsevich F,et al.Supermarkets and Michoacan Guava Farmers in Mexico[Z].Staff Papers,2006.
[28] P de Bruyn,J N de Bruyn,N Vink,et al.How Transaction Costs Influence Cattle Marketing Decisions in the Northern Communal Areas of Namibia [J].Agrekon,2001,40(3):405-425.
(1)2016年寿光国民经济和社会发展统计公报。
(2)2016年廊坊市国名经济和社会发展统计公报。