The Research Of The Impact On Participation Behavior From Farmers Cognition In "Supermarket-Farmer Direct Purchase"

Based on Transaction Cost Theory, the Theory of the division of labor and specialization, BDT and cognitive psychology, this research takes the mode of farmer+cooperation+supermarket for example, which is the most representative in "Supermarket-Farmer Direct Purchase", to make an analysis on farmers cognition and their participative behavior. According to the idea of "the need of participation, problem recognition and Decision To Participate", this study answer the following 3 key questions by theoretically and empirically:Firstly, why farmers take part in quality and safety control, distribution processing and "Supermarket-Farmer Direct Purchase". Secondly, how is the status of farmer cognition of "Supermarket-Farmer Direct Purchase", which factors affect their cognition. Thirdly, which factors influence farmers take part in quality and safety control,distribution processing and "Supermarket-Farmer Direct Purchase", Does farmers cognition have an effect on farmers participative behavior.Based on the above analysis, This study is divided into nine chapters,The main conclusion of this research can be sum up into three aspects:(1)Farmers’ cognitive remains to be further improved.At present, farmer have different cognition in different stage, they have low information cost cognitive and execution cost cognitive but high negotiation cost cognitive, what is more, different characteristics of farmers, agricultural products, trading environment as well as information acquisition present difference.(2)Perception is the psychological process of individual understanding and the understanding things. If you want to change people’s behavior, you must change people’s cognition firstly. Empirical results indicated that information cost cognition, negotiation cost cognition and executory cost cognition is a result of the combined action of multiple factors, of which, information acquisition is the key element that affect farmer cognition. Farmers who have the higher information awareness, the more information access and the easier access for information will have higher information cost, negotiation cost cognition and the higher execution costs cognitive.Besides, education, farming scale, farming number, certification, price fluctuation and policy support all have different effect on information cost cognition, negotiation cost cognition and executory cost cognition. Among them, farmers who have high education and large scale have high information cost cognitive and execution cost cognitive, farmers that have policy support have high information cost cognition and negotiation costs, but the weak execution cost cognitive.(3) In the mode of "supermarket+cooperative+farmers" mode,53.3% farmers implement the quality and safety control,52.1% of the farmers to implement the circulation processing behavior, accounted for 14.7% of farmers participate in "Supermarket-Farmer Direct Purchase" successfully.We made a further study and found that farmers cognitive have significant effect on farmers participating in quality and safety control, farmers who agree the importance of pesticide, who have a reasonable price expectations of secure food and who have a high quality evaluation and information cost cognition were apt to participate in quality and safety control.From the analyze of the effect of farmers cognitive on taking part in distribution processing behavior, we found that farmers who have high execution cost cognitive hope to grade and pack according to their own experience, the possibility is low. Under the induction of market price, the higher the expected price, the greater possibility of farmers taking part in distribution processing behavior. In addition, the trading environment have a greater influence to farmers behavior. Farmers will Take the circulation processing behavior when they consider processed product would have a higher price.From the analyze of the effect of farmers cognitive on taking part in "Supermarket-Farmer Direct Purchase" behavior, we found that farmers who have high information cost cognition and negotiation cost cognition, as well as who consider it easy to join in supermarket will achieve the goal to cooperate with supermarket. Furthermore, transaction environment have different effect on farmers behavior, Especially, the development and service ability of cooperatives have different significance on farmers participation behavior.The innovation of this study can be summarized as follows:Firstlly, the innovation on object and thought. We considered farmers participation behavior as a decision-making process, structure a decision-making model of "supermarket+ cooperative+farmers" to reveal the cognitive process and to analyse the influence of farmers cognition to participation behavior, which provide new way for the research of farmers participate behavior.Secondly,the innovation on research perspective. This research took farmers cognition into the research framework, sundivided farmers cognition combined with Transaction Cost Theory, which is innovated.We did not see study about farmer cognition on "Supermarket-Farmer Direct Purchase" from available literature.Thirdly, the innovation of research method. This study made an emprical analysis on farmers cognition and its influencing factors by ordered logistic. The result is consistent with the reality, which introduce a new analysis method for farmers cognition study.