“农超对接”模式下农户心理契约与渠道机会主义行为关系的实证研究

发布时间：2018-06-18 16:57

本文选题：农超对接 + 农户心理契约　；参考：《农业技术经济》2017年07期

【摘要】：随着农业产业化升级,农业发展面临着农民增收日益困难、农产品流通效率低下的挑战。在此背景下,"农超对接"作为一种新型的农产品生产销售模式应运而生,商家与农户事先签订合同,农户将自主种植的农产品直接销售给超市、便民店、菜市场等。通过这种模式,超市与农户之间可以构建高效、便捷的流通渠道,促使优质农产品进入超市,但"农超对接"模式在运行过程中仍然存在许多问题。鉴于此,本文立足于"农超对接"模式的基础之上,以生鲜蔬菜为例,结合国内外相关文献的研究成果,对该模式实施过程中可能会产生的渠道机会主义行为与农户心理契约等概念分别进行了阐述,在此基础上,实证检验了二者之间的相关关系,为研究渠道机会主义行为的治理机制提供了理论依据。
[Abstract]:With the upgrading of agricultural industrialization, agricultural development is facing the challenge of increasing farmers' income and inefficient circulation of agricultural products. In this context, as a new mode of agricultural product production and marketing, the farmers directly sell the self-grown agricultural products to supermarkets, convenience shops, vegetable markets and so on. Through this mode, efficient and convenient circulation channels can be constructed between the supermarket and the farmers, and the high-quality agricultural products can enter the supermarket. However, there are still many problems in the operation of the mode of "agricultural super docking". In view of this, this paper based on the "agricultural super docking" model, taking fresh vegetables as an example, combined with the domestic and foreign related literature research results, The concepts of channel opportunism and peasant household psychological contract which may arise during the implementation of this model are expounded respectively. On this basis, the correlation between them is tested empirically. It provides a theoretical basis for the study of the governance mechanism of channel opportunism.
【作者单位】：湖北经济学院工商管理学院;
【基金】：国家自然科学基金项目“农超对接模式下农户心理契约、渠道机会主义行为与流通效率研究——以生鲜蔬菜为例”(编号:71403085)
【分类号】：F326.6

【相似文献】