合作社参与“农超对接”满意度及其影响因素分析——基于15省580家合作社的问卷调查  

Cooperatives' Level of Satisfaction with Participation in “Farmer-Supermarket Direct Purchase” and its Determinants: An Analysis based on Questionnaire Survey with 580 Cooperatives in 15 Provinces

作　　者：张明月[1] 薛兴利[1] 郑军[1] 

机构地区：[1]山东农业大学经济管理学院

出　　处：《中国农村观察》2017年第3期87-101,共15页China Rural Survey

基　　金：国家社会科学基金项目"‘农超对接’供应链效果评价与政策优化研究"(编号:15BGL134);教育部人文社会科学项目"基于供应链合作主体视角下的蔬菜质量安全:行为分析;机制构建与政策优化"(编号:13YJA630143)的阶段性成果

摘　　要：合作社参与"农超对接"满意度对"农超对接"供应链的可持续发展具有重要意义。本文基于15省580家合作社的问卷调查数据,运用交叉列表法、多元有序Logit模型分析了合作社参与"农超对接"的满意度及其影响因素,并采用ISM模型探讨了各影响因素间的关联关系和层次结构。结果显示:合作社参与"农超对接"的满意度总体较高,14.83%的合作社表示"非常满意",51.38%的合作社表示"比较满意"。合作社参与"农超对接"满意度受成员收入、价格优势、销售渠道、标准化程度等15个因素影响。其中,成员收入、价格优势、销售渠道、配送能力、对接机会、信任程度直接正向影响合作社满意度;品牌培育、标准化程度、水电地使用、管理能力、税收优惠间接影响合作社满意度;政府扶持、信贷支持、风险共担、利益共享从根源上正向影响合作社满意度。因此,增强"农超对接"对接优势,优化对接环境,提高合作社对接能力,有助于提升合作社参与"农超对接"的满意度。Cooperatives＇ level of satisfaction with participation in ＂farmer-supermarket direct purchase＂ is of great significance to a sustainable development of agri-food supply chain. Based on survey data collected from 580 cooperatives in 15 provinces, this article uses the cross list method and a multiple ordered logit model to analyze cooperatives＇ level of satisfaction and its determinants, and employs an interpretative structural model to explore the detemainants＇ interrelation and hierarchy. The results show a generally high level of satisfaction for cooperatives with participation in ＂farmer-supermarket direct purchase＂, with 14.83 percent of cooperatives being ＂very satisfied＂, and 51.38 percent of them being ＂relatively satisfied＂. The cooperatives＇ level of satisfaction is found to be influenced by fifteen determinants. Among them, memberships＇ income, price advantage, sales channel, transport capacity, connection opportunity and degree of trust have a direct and positive effect on cooperatives＇ level of satisfaction; brand cultivation, degree of standardization, resource use, management ability and tax relief have an indirect effect on organizational level of satisfaction; government aid, credit support, risk and benefit sharing have a fundamental and positive effect on cooperatives＇ level of satisfaction. Therefore, the study suggests enhancing the connection advantage of ＂farmer-supermarket direct purchase＂, optimizing the connection environment, and improving the connection ability of cooperatives, in order to enhance the cooperatives＇ level of satisfaction with participation in ＂farmer-supermarket direct purchase＂.

关 键 词：合作社 “农超对接” 满意度 Logit-ISM模型 

分 类 号：F304.3[经济管理—产业经济]