Impact of Farmer\'s Cognition on Agricultural Super-docking

• 1、College of Economics and Management, Northwest A&F University

Abstract：Contradiction between small farmers and markets is prominent, and the direct contact between farmers and producers directly links the producers, which helps to reduce the circulation cost of agricultural products. More importantly, the enthusiasm of farmers to participate in agricultural super-docking depends on the perception of farmers, and then determines the farmers. Super docking effect. Therefore, this study used 257 farmer\'s survey data and logit model to empirically test the impact of farmer perception on agricultural super-docking behavior. The results show that if it is considered that the agricultural super-docking can help solve the agricultural product sales difficulties and expand the sales of agricultural products, the more likely the farmers are to participate in the agricultural super-docking, and the farmers\' other knowledge of the cost and benefits of the agricultural super-docking does not significantly affect the farmers\' participation in the alliance of agriculture and supermarket.

Keywords： Agricultural super-docking farmer cognition participation behavior income cost