农产品流通渠道中信息共享的作用机理研究

发布时间：2017-12-31 02:06

本文关键词：农产品流通渠道中信息共享的作用机理研究　出处：《大连理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：农产品流通渠道中,批发商与零售商在交换活动中的信息共享同时影响着产地和销地市场的交易秩序。与其他行业产品的流通渠道相比,农产品流通渠道有着不同的渠道成员构成结构和群体特征,且在业务上与前者有着极大的差异性,在农产品流通渠道这种联合松散的组织中,信息共享的影响因素和作用机理也发生改变。本文依据动机行为理论和相关研究,将信息共享分为信息共享的意愿和信息共享的质量两个维度,从渠道批发商和零售商的互动角度研究信息共享的意愿和信息共享的质量对农产品流通渠道的作用机理。同时,依据农产品流通渠道中成员关系的特点,引入交换关系差异化和基于过程的信任作为前因变量,研究其对信息共享的意愿和信息共享的质量的影响,并选择未来合作预期作为结果变量。基于动机行为理论、社会交换理论和目标手段相互依赖理论,本文共构建了5组假设模型。本文参考已有文献并结合本研究情境开发本文的测量量表,并通过预访谈、预调研等方法调整并形成最终量表和问卷。在正式调研中,通过在辽宁主要农产品产地的大型农产品收购市场进行实地调研及电话调查等,共收集问卷346份,有效问卷314份。然后,通过SPSS 19.0和Lisrel 8.7进行统计分析,对本文提出的假设进行检验,并检验了本文根据动机行为理论将信息共享划分为信息共享的意愿和信息共享的质量的合理性。本文提出的假设均得到支持,并得出本文的研究结论。本文的实证研究结果表明,在农产品流通渠道中,批发商与零售商交换关系差异化负向影响渠道成员间信息共享的意愿和信息共享的质量,并且二者之间基于过程的信任会部分中介这一过程；另外,渠道成员间信息共享的意愿和信息共享的质量会正向影响交易双方的未来合作预期,并且信息共享的意愿和质量会对交换关系差异化和未来合作预期间的关系产生部分中介效应；本研究还表明在农产品流通渠道中,信息共享的意愿和信息共享的质量还存在内在的作用机制,通过检验验证了将信息共享划分为信息共享的意愿和信息共享的质量两个维度的合理性。本文的研究结论具有一定的理论和实践意义。
[Abstract]:In the distribution channels of agricultural products, the sharing of information between wholesalers and retailers in the exchange activities affects the trading order of markets of origin and place of sale at the same time, compared with the circulation channels of products in other industries. The agricultural product circulation channel has different channel member composition structure and the group characteristic, and has the great difference in the business with the former, in the agricultural product circulation channel this kind of union loose organization. The influencing factors and the mechanism of information sharing have also changed. According to the theory of motivation and behavior and related research, information sharing is divided into two dimensions: the willingness of information sharing and the quality of information sharing. From the perspective of the interaction between wholesalers and retailers, this paper studies the mechanism of the willingness of information sharing and the quality of information sharing on the distribution channels of agricultural products. At the same time, according to the characteristics of the member relationship in the distribution channels of agricultural products. This paper introduces exchange relationship differentiation and process-based trust as prodependent variables to study their influence on the willingness of information sharing and the quality of information sharing. Based on the theory of motivation and behavior, the theory of social exchange and the theory of interdependence of goal means, the author chooses the expectation of future cooperation as the result variable. In this paper, five hypothetical models were constructed. The measurement scale was developed by referring to the existing literature and combining with the situation of this study, and through pre-interview. In the formal investigation, we conduct field investigation and telephone survey through the large-scale agricultural product purchase market in Liaoning province. A total of 346 questionnaires and 314 valid questionnaires were collected. Then, through the statistical analysis of SPSS 19.0 and Lisrel 8.7, the hypothesis proposed in this paper was tested. It also tests the rationality of the intention to divide information sharing into information sharing and the quality of information sharing according to the theory of motivational behavior. The assumptions proposed in this paper are supported. And draw the conclusion of this paper. The empirical research results show that, in the circulation of agricultural products. The difference of exchange relationship between wholesalers and retailers negatively affects the willingness and quality of information sharing among channel members, and the process-based trust between them partly mediates the process; In addition, the willingness to share information and the quality of information sharing among channel members will positively affect the expectation of future cooperation between the two parties. And the willingness and quality of information sharing will have partial intermediary effect on the relationship between the difference of exchange relationship and the expectation of future cooperation. This study also shows that in the distribution channels of agricultural products, the willingness of information sharing and the quality of information sharing also have an inherent mechanism. The rationality of dividing information sharing into two dimensions: the willingness of information sharing and the quality of information sharing is verified by testing. The conclusion of this paper has some theoretical and practical significance.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F326.6

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