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英文文献：Information Flow along Catfish Marketing Channels in Nigeria: Whither the Role of Mobile Telephony?-尼日利亚鲶鱼市场的信息流动:移动电话的作用在哪里?本研究的目的是双重的
英文文献作者：Animashaun, Jubril Olayinka,Fakayode, S.B.,Ayinde, Opeyemi Eyitayo
英文文献摘要：
The objectives of this study were two-folds. First, examined the use of mobile phone technology to facilitate catfish marketing and second, identified the determinants of variations in the frequency of mobile phone use for catfish marketing among agents involved in the marketing chain. The study was carried out in Kwara-state, Nigeria. One hundred and forty respondents were stratified and randomly sampled and data was collected through the use of well-designed questionnaires. Descriptive and Poisson regression model were used to analyze the data. The study identified the use of mobile phone along five communication channels used for catfish marketing. Annual income generated from catfish business was significant in explaining variations observed in the frequency of mobile phone use (p<0.05). Findings imply that use of mobile phones can assist in the commercialization process of the catfish marketing and may help to forestall possible market failure. The study recommends the need for policymakers and the private sector to facilitate means of enabling access to mobile use. Furthermore, similar study can be conducted in the rural areas to ascertain specific determinants of mobile phone uses for agricultural marketing in the less urban areas.
首先，研究了移动电话技术促进鲶鱼营销的使用，其次，确定了在营销链中涉及的代理商之间移动电话使用频率变化的决定因素。这项研究在尼日利亚的夸拉州进行。对140名受访者进行分层随机抽样，并通过精心设计的问卷收集数据。采用描述性和泊松回归模型对数据进行分析。该研究确定了使用移动电话沿着五个通信渠道用于鲶鱼营销。鲶鱼业务产生的年收入显著解释了手机使用频率的变化(p<0.05)。研究结果表明，移动电话的使用可以帮助鲶鱼市场的商业化过程，并可能有助于防止可能的市场失败。该研究建议，决策者和私营部门有必要为使用手机提供便利。此外，类似的研究可以在农村地区进行，以确定在较少的城市地区使用移动电话进行农业营销的具体决定因素。
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