肯尼亚纳库鲁县通过数字营销平台实现马铃薯种植商业化程度的驱动因素

Florence Maina, John Mburu, Hillary T. Nyang’anga
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摘要

数字农业营销平台已成为促进农民进入市场的重要工具之一。以往的研究主要集中于研究影响这些平台采用的因素,但在了解决定农民通过平台销售农产品比例的因素方面仍存在差距。这些知识对于有效推广数字营销平台至关重要。因此,本研究旨在评估马铃薯种植通过数字农业营销平台(DAMPs)实现商业化的程度,特别关注肯尼亚的 M-shamba 平台。为实现这一目标,研究人员于 2022 年从纳库鲁县的 375 名马铃薯种植农户中抽样收集了数据。数据使用 Stata 通过条件混合过程使用 probit 和 Tobit 模型进行分析。研究结果表明,农业总收入、每公斤产出的价格、获得信贷的机会、马铃薯种植专用农场的规模以及户主的年龄都会影响 M-shamba 平台的使用。此外,通过 M-shamba 实现商业化的程度在很大程度上取决于牲畜单位总数、营销决策者、以马铃薯种植为主要企业、农场收入、获得信贷的机会、农业团体成员资格和户主年龄。鉴于这些发现,研究建议为老年农民提供有针对性的支持和培训计划,以提高他们使用 DAMPs 的熟练程度。此外,应实施旨在增加农业收入的政策和举措,以帮助收入有限的农民。应鼓励群体农民参与集体数字营销工作。
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Drivers of extent of commercialization of potato farming through digital marketing platforms in Nakuru County, Kenya
Digital agricultural marketing platforms have emerged as one of the key tools for facilitating farmers’ access to markets. While previous studies have predominantly focused on examining factors influencing adoption of these platforms, there remains a gap in understanding factors that determine the proportion of a farmer’s produce marketed through the platforms. This knowledge is crucial for effective scaling up of digital marketing platforms. Consequently, this research aimed to evaluate the extent of commercialization of potato farming through Digital Agricultural Marketing Platforms (DAMPs), with a specific focus on the M-shamba platform in Kenya. To achieve this objective, data was collected in 2022 from a sample of 375 potato farmers from Nakuru County. The data was analyzed with Stata using probit and Tobit models through the conditional mixed process. The findings revealed that total farm income, price per kilogram of output, access to credit, size of the farm dedicated to potato cultivation, and age of the household head influenced the use of M-shamba platform. Further, the extent of commercialization through M-shamba was significantly determined by total livestock units, marketing decision-maker, having potato farming as primary enterprise, farm income, access to credit, membership to agricultural groups, and age of the household head. In light of these findings, the study recommends targeted support and training programs for older farmers to enhance their proficiency in utilizing DAMPs. Moreover, policies and initiatives aimed at increasing farm income should be implemented to assist farmers with limited incomes. Farmers in groups should be encouraged to participate in collective digital marketing efforts.
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