中文摘要：

“农超对接”运作模式可以削减农产品流通过程的中间环节,降低流通费用,实现农户、超市与消费者的共赢.基于山东省农户农超对接实际调研数据,采用探索性因子分析和回归分析的研究方法,对影响农户参与农超对接模式意愿的因素进行了研究.结果表明,农户的生产规模、农户获取信息的能力、是否与超市签订销售合同、超市是否违约以及付款周期与农户参与农超对接模式的意愿呈显著性相关,并提出了有针对性的对策和建议.

英文摘要：

＂Farmer-supermarket Direct-purchase＂ can reduce the intermediate links, reduce the transportation cost and achieve the win-win situation between farmers, supermarkets and customers. Based on the data from the survey of ＂Farmer-supermarket Direct- purchase＂ in Shandong, the factors affecting farmer participation in ＂Farmer-supermarket Direct-purchase＂ were studied by the method of exploratory factor analysis and regression analysis. The result showed that factors including the size of planting area, farmers＇ ability to get market information, whether farmers signing sales contracts with supermarket, whether the supermarket breaking contracts and the payment period had significant influence on farmers＇ willingness to participate in Farmer-supermarket Direct-purchase. At last, the passage proposes advice and suggestions were proposed.