CAJ | 학술논문

对中国四省份507户农户的农产品流通渠道契约选择意愿的研究发现，农户对合作社和合同销售模式的认知程度低，其契约选择意愿与实际契约选择之间差异显著。传统市场流通模式在现实中仍占主导地位，但农户的契约选择意愿倾向于合同模式和合作社模式。因子分析和多元Logistic回归分析的结果显示，农户对市场信息和销售渠道的认知、农户谈判能力以及农户的文化水平和党员身份都显著影响其契约模式选择意愿。政策启示是，要继续加大对现代农产品流通体系的宣传力度，提高农户认知水平；加强农村信息化服务建设，降低农户信息搜寻成本；加强政府对超市和农业龙头企业与农户开展合同产销模式的支持和监管，稳定农户和各类农产品流通主体的利益联结机制。
대중국사성빈507호농호적농산품류통거도계약선택의원적연구발현，농호대합작사화합동소수모식적인지정도저，기계약선택의원여실제계약선택지간차이현저。전통시장류통모식재현실중잉점주도지위，단농호적계약선택의원경향우합동모식화합작사모식。인자분석화다원Logistic회귀분석적결과현시，농호대시장신식화소수거도적인지、농호담판능력이급농호적문화수평화당원신빈도현저영향기계약모식선택의원。정책계시시，요계속가대대현대농산품류통체계적선전력도，제고농호인지수평；가강농촌신식화복무건설，강저농호신식수심성본；가강정부대초시화농업룡두기업여농호개전합동산소모식적지지화감관，은정농호화각류농산품류통주체적이익련결궤제。
This paper studies farmers＇ contractual choice of marketing channels, based on data of 507 farmers＇ household in four provinces in China. Farmers＇ cognition level of cooperatives and contractual mar- ket channel is low, and there are significant differences between farmers＇ actual contract choice and their willingness. Traditional retail market still plays a key role in rural area at present, but farmers＇ contract choice tends to be sales contracts and cooperatives. By using factor analysis and the multiple Logistic regres- sion model, the paper analyzes farmers cognition of transaction costs and its effects on their contractual choice. Farmers＇ cognition of market information and sales channels, capability of negotiation and educa- tion, and their party membership have significant effect on farmers＇ contractual choice. Policy implications are： government should continue to strengthen advocation of modem circulation system of agricultural prod- ucts, to improve the construction of information services in rural areas, to strengthen their support and su- pervision on supermarkets and the agriculture leading enterprise which sign contracts with farmers, and to stabilize the profit mechanism between farmers and agricultural product circulation subjects.