農產直銷對農家所得的影響－台灣的實證分析

近年來，消費者對於農產品的品質及來源日漸重視，標榜安心安全之農產品漸漸成為消費者購買之要件，因此由生產者直接將農產品送交給消費者的農產直銷漸漸發展，許多國家的政府也開始制定出農產直銷的相關政策。農民在農產品採收過後除了可以選擇將農產品銷售給中間商、批發市場、農民團體之外，亦可選擇直接銷售給消費者。過去雖有國內外文獻指出農產直銷可以讓生產者之農產品以較高的價格販售給消費者，亦有許多文獻提到農產直銷本身會讓生產者在中間的過程中付出更多成本。而臺灣過去文獻對於農產直銷與農家所得影響之探討多聚焦於單一作物，以較少量的樣本分析該農產品選擇直接銷售消費者對於其末端價格的影響，較缺乏文獻全面性的分析農產品於生產過後，相較於其他形式的通路，農產直銷對於農民收入的影響。有鑑於此，本文利用全國性資料「主力農家經營概況調查」全面性的分析臺灣農民所生產之農產品選擇農產直銷之因素，並探討選擇農產直銷對於農家所得的影響。　　本研究首先以Probit模型探討影響農產品選擇農產直銷的因素，其次利用傾向分數配對法（Propensity Score Matching，PSM）探討農產品選擇農產直銷對於其初級可銷售收入之影響。主要實證結果顯示，相較於未選擇農產直銷之農產品，有選擇農產直銷者將顯著提升其初級農產品可銷售收入，間接提升其農家所得。本研究亦建議政府可以對已存在既有中間商通路之農民推廣農產直銷，以增加其通路之多元性進而增加收入。

關鍵字

農產直銷；傾向分數配對； Probit 模型；農家所得；農產運銷

並列摘要

In recent years, consumers have paid more and more attention to the quality and source of agricultural products. Products with agricultural certification have gradually become the requirements for consumers to purchase. Therefore, direct marketing has developed rapidly in many countries. Policies about direct marketing have also been promoted by governments around the world. After harvested, agricultural products could be sold to several channels which include the middlemen, wholesale market, farmer’s group and direct marketing. Although some studies pointed out that producers could receive higher price by direct selling their products to consumers, there were also some studies mentioned that without the help of the middlemen, producers need to process agricultural products themselves, and which means paying more costs. In Taiwan, previous studies discussed the impact of direct marketing on products’ price and revenue mainly focusing on single crop and using small samples. Few studies use comprehensive data to examine the impact of direct marketing on farmer’s income comparing to other channels. This study uses the 2013 core farm household survey in Taiwan to investigate (i) the determinants of direct marketing, and (ii) the impact of direct marketing on farmer’s income. 　　In the empirical analysis, we use a probit model to first analyze factors that are associated with the choice of selling through direct marketing. We then use a propensity score matching method to explore the relationship between direct marketing and farmer’s income. We find that direct marketing significantly increases primary income of agricultural products, which increases farmer’s income as well. This study also suggests that the government can promote the direct marketing to those who already have existing intermediary channels to increase the diversity of their channels and increase their income.