Purpose

Since the end of the latest rice-pledging scheme, Thai rice farmers have had more freedom in selecting marketing channels. Understanding the determinants of farmers' decision-making associated with these channels is of particular interest to multiple stakeholders in the rice value chain. This study aims to examine how economic, relational and psychological factors concurrently underpin Thai rice farmers' decision-making and influence their marketing channel choice.

Design/methodology/approach

Drawing on the theory of reasoned action and utility maximization of farmers’ decision making, this study used structural equation modeling to examine data collected from a nationwide sample of Thai rice farmers (n = 637), focusing on their past and intentional use of the three major marketing channels for paddy rice.

Findings

The determinants identified include four direct independent variables: attitude, subjective norm (social referents), transaction conditions and economic goals, and two indirect independent variables: past behavior and trust. Multi-group analysis suggests that rice co-operative users were more empowered to consider economic goals and attitude toward the channel, whilst rice miller and local collector users were more likely to be influenced by their social referents and the transaction conditions offered by the channel.

Practical implications

The findings highlight the need for policy to address trust and transparency issues with intermediaries and to empower farmers through the improvement of market access.

Originality/value

The study makes a unique and substantive contribution to the knowledge of farmers' decision-making about marketing channel choice in Thailand and theoretically contributes to the indirect role of past behavior in predicting prospective intention.

中文翻译：

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推动泰国稻农选择营销渠道决策的因素

目的

自从最新的稻米质押计划结束以来，泰国稻农在选择营销渠道方面有了更多的自由。了解与这些渠道相关的农民决策的决定因素对大米价值链中的多个利益相关者特别感兴趣。本研究旨在研究经济、关系和心理因素如何同时支持泰国稻农的决策并影响他们的营销渠道选择。

设计/方法/方法

本研究借鉴农民决策的合理行动和效用最大化理论，使用结构方程模型来检查从泰国稻农 ( n  = 637)的全国样本收集的数据，重点关注他们过去和有意使用这三种水稻的主要销售渠道。

发现

确定的决定因素包括四个直接自变量：态度、主观规范（社会指称）、交易条件和经济目标，以及两个间接自变量：过去的行为和信任。多组分析表明，大米合作社用户更有权考虑经济目标和对渠道的态度，而碾米商和当地收藏家用户更可能受到其社会对象和渠道提供的交易条件的影响。

实际影响

调查结果强调需要制定政策来解决与中介机构的信任和透明度问题，并通过改善市场准入来赋予农民权力。

原创性/价值

该研究对泰国农民关于营销渠道选择的决策知识做出了独特而实质性的贡献，并在理论上有助于过去行为在预测未来意图中的间接作用。