黄镜池 张燕媛 廖吉林

摘  要：随着互联网日益普及，农產品网络直销供应模式也迅速形成规模。文章基于432位消费者调查数据，通过构建二元Probit回归模型，分析农产品直销模式下消费者购买行为及其影响因素。研究结果表明：消费者年龄、对直销农产品了解程度、直销平台物流服务完善度及农产品品质保障程度对消费者购买行为产生显著影响。因此网络平台有必要进一步加强服务体系功能，农户应基于消费者需求有针对性地提高农产品质量，同时农业部门也要加强宣传力度并协调好农户与消费者间的关系。

关键词：农产品直销;消费者偏好;Probit模型

中图分类号：F304.3    文献标识码：A

Abstract： With the increasing popularity of the Internet， the network direct selling mode of agricultural products has rapidly formed a scale. Based on the survey data of 432 consumers， this paper constructs a binary probit regression model to analyze the consumer purchasing behavior and its influencing factors under the direct marketing mode of agricultural products. The results show that： consumers' age has a significant impact on consumers' purchase behavior on the understanding degree of direct agricultural products， the logistics service perfection degree of direct marketing platform and the quality assurance degree of agricultural products. Therefore， it is necessary for the network platform to further strengthen the function of the service system. Farmers should improve the quality of agricultural products based on the needs of consumers. At the same time， the agricultural sector should also strengthen publicity and coordinate the relationship between farmers and consumers.

Key words： direct selling of agricultural products; consumer preference; probit model

0  引  言

国内农产品早期主要通过“农超对接”方式进行销售，而随着近年来互联网电商平台快速发展，“社区直销”、“团体直供”、“电商直销”等新型销售模式不断涌现。一方面由于农产品保质期短、容易腐烂，传统销售模式下分散、小批量、高频次配送极大地增加了配送成本。另一方面直销模式仍面临着其它传统销售模式未曾出现的产品质量参差不齐、物流服务不够完善、顾客不能提前体验商品等诸多问题，严重削弱了新模式市场竞争力，导致目前国内农产品直销模式渗透率仍然不高。而作为农产品直销关键对象的城区居民可支配收入不断增加，消费者对农产品品质要求也愈发提升，传统粗放、批量式供应的直销模式已然不能满足消费者精致化高品质需求。……