农户对订单农业的续单意愿及其影响因素——以湖北省油菜制种为例

订单农业是推进我国农业现代化发展的重要方式,然而近年来却出现了农户参与度降低、满意度不高的问题。文章以农户的续单意愿为切入点、以湖北省22个行政村制种农户的调查数据为基础,对农户续单意愿及其影响因素进行了分析,并创新性地引入农户对订单农业的满意度作为中介变量,构建了农户对订单农业续单意愿的影响模型。结论认为龙头企业对订单执行过程的管理、生产设施与生产条件、生产要求和质量标准、政府的支持与组织、订单农业的比较效益、订单的收入等因素都显著影响农户对订单农业的参与意愿,而农户前期参与订单农业的满意度对上述影响因素与续单意愿之间的关系又存在着显著的中介效应。最后结合分析结果给出了相应的政策建议。

Influencing Factors on Farmers' Willingness to Continue Contract Farming--- Taking Rape Seed in Hubei Province as an Example

Contract farming is an important way of promoting the development of China’s agricultural modernization.However,in recent years,problems like farmers’reduced participation and low satisfaction appear.This article regards farmer’s continued order intention as the breakthrough point based on survey data of farmers in 22 villages seeding in Hubei.The paper makes an analysis of farmer’s intention to continue order and the influencing factors,and introduces farmer’s satisfaction of contract farming as mediating variable in an innovative perspective.And then,it build an influence model of farmer’s intention to continue order.It concludes that factors like leading business’s order fulfillment process management,production facilities and production conditions,production requirements and quality standards,the support of governments and organizations,the comparative benefits of contract farming and the income of the order have significant effects on farmer’s willingness to participate in contract farming.Also,the degree of farmer’s satisfaction in the initial time has significant mediating effect on the relationship between the above factors and farmer’s intention for continued order.Based on the above,the paper puts forward relevant policy suggestions.