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利用有序Probit模型和7个苹果主产省124个村苹果种植户的抽样调查数据,实证分析了交易成本对农户农产品销售渠道选择的影响。研究表明,交易成本对农户销售渠道选择有显著影响。表征信息成本的与购买者联系方式和市场信息来源对农户销售渠道选择有负向影响,表征谈判成本的是否签订生产合同和运输任务由谁来承担对农户销售渠道选择有负向影响,执行成本对农户的销售渠道选择有显著影响,尤其是结算方式和违约情况是农户销售渠道选择考虑的重要因素。因此,政府应当加强农村信息产品供给,鼓励不同形式的市场主体参与农产品流通体系建设,以降低交易成本,减少农产品流通过程中的“摩擦力”。
Using the orderly Probit model and sampling survey data of 124 apple growers in 124 main producing provinces of apple producing countries, this paper empirically analyzes the impact of transaction costs on the selection of farmers’ marketing channels of agricultural products. Research shows that transaction costs have a significant impact on the selection of farmers’ sales channels. Characterizing the cost of information and buyer contact information and sources of market information on the farmers have a negative impact on the selection of sales channels, characterize the negotiation costs Whether the signing of production contracts and transport tasks borne by the farmers on the selection of sales channels have a negative impact on the implementation costs The selection of sales channels for farmers has a significant impact, especially the settlement method and default are important factors for the selection of sales channels for farmers. Therefore, the government should strengthen the supply of information products in rural areas and encourage different market players to participate in the construction of agricultural product circulation system in order to reduce transaction costs and reduce “friction” in the circulation of agricultural products.