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Transaction costs and cattle farmers' choice of marketing channels in China: A Tobit analysis

机译：交易成本与中国养牛户的营销渠道选择：Tobit分析

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摘要

Purpose - The purpose of this study is to examine key factors that affect cattle farmers' selection of marketing channels and draw implications for China's beef supply chain development. Design/methodology/approach - A questionnaire was designed and face-to-face interviews were conducted with a random sample of 153 farmers located in three major cattle producing regions across China. Findings - Several variables related to transaction costs (chiefly, in the form of negotiation costs and monitoring costs), as well as socio-economic factors, were identified as of significant influence on farmers' choices of cattle marketing channels. Research limitations/implications - Further research should be conducted to measure the effects of risk preference in marketing decisions. Caution needs to be exercised when generalising the findings of this study to cattle farmers in other regions that are significantly different from the surveyed ones. Practical implications - This study will contribute to a better understanding of cattle producers' marketing channel selection. Further, it will contribute to identifying which factors encourage or discourage farmers from using forward contracts; information needed urgently by private and public policy makers. Originality/value - This paper presents a model and case study that show how transaction cost minimisation affects the adoption of vertical coordination. Studies examining this area for China are scarce and this paper makes an important contribution to the literature.
机译：目的-这项研究的目的是研究影响奶牛养殖者选择销售渠道的关键因素，并对中国牛肉供应链的发展产生影响。设计/方法/方法-设计了问卷，并随机抽样了位于中国三个主要牛区的153名农民。调查结果-确定了与交易成本（主要是谈判成本和监控成本）以及社会经济因素相关的几个变量，这些变量对农民选择养牛销售渠道有重大影响。研究的局限性/含意-应进行进一步的研究以衡量风险偏好在营销决策中的作用。将本研究的结果推广到其他地区的与调查对象有明显差异的养牛户时，应谨慎行事。实际意义-这项研究将有助于更好地了解养牛生产者的营销渠道选择。此外，它将有助于确定哪些因素鼓励或劝阻农民使用远期合同；私人和公共决策者迫切需要的信息。原创性/价值-本文提出了一个模型和案例研究，以显示最小化交易成本如何影响纵向协调的采用。在中国研究这一领域的研究很少，本文对文献做出了重要贡献。

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