[1]黄梦思,孙剑,曾晶.“农业龙头企业+农户”营销渠道:契约功能、伙伴合作与交易绩效[J].南京农业大学学报(社科版),2017,17(05):121-131.
 HUANG Mengsi,SUN Jian,ZENG Jing.Marketing Channel of ‘Leading Agri-Enterprise + Peasant Households’:Contract Function, Partner Cooperation and Transaction Performance[J].Journal of Nanjing Agricultural University(Social Science),2017,17(05):121-131.
点击复制

“农业龙头企业+农户”营销渠道:契约功能、伙伴合作与交易绩效()
分享到:

南京农业大学学报(社科版)[ISSN:1006-6977/CN:61-1281/TN]

卷:
17
期数:
2017年05期
页码:
121-131
栏目:
农业经济
出版日期:
2017-09-02

文章信息/Info

Title:
Marketing Channel of ‘Leading Agri-Enterprise + Peasant Households’:Contract Function, Partner Cooperation and Transaction Performance
作者:
黄梦思 孙剑 曾晶
华中农业大学 经济管理学院/湖北农村发展研究中心, 湖北 武汉 430070
Author(s):
HUANG Mengsi SUN Jian ZENG Jing
关键词:
农业龙头企业+农户契约功能伙伴合作交易绩效信任的合作历史
分类号:
F324
摘要:
脆弱的契约型渠道关系阻碍了我国农业产业化的发展,通过契约治理规避农产品交易过程中各种不确定性,实现农业龙头企业与农户稳定合作的目标已经成为学者关注的热点话题。本文构建"农业龙头企业+农户"营销渠道契约功能、伙伴合作和交易绩效的关系模型,运用湖北、海南等5省共344份农户的调查数据从契约功能角度实证分析农产品交易契约的弱稳定性问题。研究发现,契约在渠道治理中扮演着不同的角色,契约功能通过伙伴合作间接影响交易绩效,即伙伴合作在契约协调功能对交易绩效的影响中起到部分中介的作用,在契约控制功能对交易绩效的影响中起到完全中介的作用。这表明,如果没有合作行为出现,有效的控制条款也无法提高交易绩效。同时,多元分组回归分析表明,信任的合作历史对契约控制功能和合作伙伴之间关系存在显著调节效应。特别是,当交易双方存在信任的合作历史时,契约控制功能对伙伴合作的正向影响弱化。而契约协调功能对伙伴合作的影响在两种情况下并没有显著差异。
Abstract:
Fragile contractual channel relationship has hindered the development of agricultural industrializa-tion in China.The topic that how to optimize the contract content to avoid all kinds of trade uncertainty in the process of agricultural trade and to achieve the stable cooperation between a leading agri-enter-prise and peasant households has been widely concerned by scholars.Through the survey of 344 farmer households in Hubei, Henan, Jiangxi, Shanxi and Hainan provinces, this paper constructed a model of a leading agri-enterprise with peasant households that linked contract function, partner cooperation and transaction performance, and tried to get a solution to the weak stability of agricultural products transac-tion contract from the perspective of contract role.Results showed that contract played a different role in the channel governance, and contractual function indirectly affected transaction performance through partnership, that was to say, partner cooperation played a partial intermediary role in the influence of coordination function on transaction performance, while it played a completely mediating role in the in-fluence of control function on transaction performance.This meant that no cooperative behavior appears, and effective control clause could not improve transaction performance.At the same time, the multiple regression analysis showed that the history of trustful cooperation had a moderating effect on the relation-ship between contractual control function and partner.In particular, when the two sides shared a history of trustful cooperation, the positive impact of contractual control function on partner cooperation was weakened.However, there was no significant difference in the effect of contractual coordination on the cooperation in two cases.

参考文献/References:

[1] 胡新艳."公司+农户":交易特性、治理机制与合作绩效[J].农业经济问题,2013(10):83-89.
[2] 陈灿,罗必良.农业龙头企业对合作农户的关系治理[J].中国农村观察,2011(6):46-57.
[3] 陈灿,罗必良,黄灿.差序格局、地域拓展与治理行为:东进农牧公司案例研究[J].中国农村观察,2010(4):44-53.
[4] 尹云松,高玉喜,糜仲春.公司与农户间商品契约的类型及其稳定性考察——对5家农业产业化龙头企业的个案分析[J].中国农村经济,2003(8):63-67.
[5] Zhou K, Poppo L.Exchange Hazards, Relational Reliability, and Contracts in China:The Contingent Role of Legal Enforceability[J].Journal of International Business Studies, 2010, 41(5):861-881.
[6] Mayer K, Argyres N.Learning to Contract:Evidence from the Personal Computer Industry[J].Organization Sci-ence, 2014, 15(4):394-410.
[7] 王亚飞,黄勇,唐爽.龙头企业与农户订单履约效率及其动因探寻——来自91家农业企业的调查资料[J].农业经济问题,2014(11):16-25.
[8] Reuer J, Ariño A.Strategic Alliance Contracts:Dimensions and Determinants of Contractual Complexity[J].Strate-gic Management Journal, 2007, 28(3):313-330.
[9] 熊焰.控制机制、合作行为与供应商绩效关系研究[J].管理科学,2009(1):30-38.
[10] 夏春玉,杜楠,张闯.契约型农产品渠道中的契约治理、收购商管控与农户绩效[J].经济管理,2015(1):87-97.
[11] 黄梦思,孙剑.复合治理"挤出效应"对农产品营销渠道绩效的影响——以"农业龙头企业+农户"模式为例[J].中国农村经济,2016(4):17-30.
[12] Poppo L, Zhou K, Rhu S.Alternative Origins to Interorganizational Trust:An Interdependence Perspective on the Shadow of the Past and the Shadow of the Future[J].Organization Science, 2008, 19(1):39-55.
[13] Poppo L, Zenger T.Do Formal Contracts and Relational Governance Function as Substitutes or Complements[J].Strategic Management Journal, 2002, 23(8):707-725.
[14] Dyer J, Singh H.The Relational View:Cooperative Strategy and Sources of Interorganizational Competitive Advan-tage[J].Academy of Management Review, 1998, 23(4):660-679.
[15] Faems D, Janssens M, Madhok A, et al.Toward an Integrative Perspective on Alliance Governance:Connecting Contract Design, Trust Dynamics, and Contract Application[J].Academy of Management Journal, 2008, 51(6):1053-1078.
[16] Lumineau F, Henderson J.The Influence of Relational Experience and Contractual Governance on the Negotiation Strategy in Buyer-supplier Disputes[J].Journal of Operations Management, 2012, 30(5):382-395.
[17] Parmigiani A, Riverasantos M.Clearing a Path Through the Forest:A Meta-Review of Interorganizational Rela-tionships[J].Journal of Management, 2011, 37(4):1108-1136.
[18] 邓宏图,米献炜.约束条件下合约选择和合约延续性条件分析——内蒙古塞飞亚集团有限公司和农户持续签约的经济解释[J].管理世界,2002(12):120-127.Journal, 2002, 23(10):903-919.
[20] Mellewigt T, Madhok A, Weibel A.Trust and Formal Contracts in Interorganizational Relationships-Substitutes and, Complements[J].Managerial & Decision Economics, 2007, 28(8):833-847.
[21] Ring P, Van De Ven A.Developmental Processes of Cooperative Interorganizational Relationships[J].Academy of Management Review, 1994, 19(19):90-118.
[22] Parkhe A.Strategic Alliances Structuring:A Game Theoretic and Transaction Cost Examination of Interfirm Cooper-ation[J].Academy of Management Journal, 1993, 36(36):794-829.
[23] Williamson O.The Economic Institutions of Capitalism:Firms, Markets, Relational Contracting[M].New York:Free Press, 1985.
[24] Lawrence P, Lorsch J.Organization and Environment[M].Boston:Harvard Business School Press, 1967.
[25] Das T, Teng B.Between Trust and Control:Developing Confidence in Partner Cooperation in Alliances[J].Acade-my of Management Review, 1998, 23(3):491-512.
[26] Inkpen A, Currall S.The Coevolution of Trust, Control, and Learning in Joint Ventures[J].Organization Science, 2004, 15(5):586-599.
[27] Jones G, George J.The Experience and Evolution of Trust:Implications for Cooperation and Teamwork[J].Acade-my of Management Review, 1998, 23(23):531-546.
[28] Hillebrand B, Woolthuis R, Nooteboom B.Trust, Contract and Relationship Development[J].Organization Studies, 2005,26(6):813-840.
[29] Baron R, Kenny D A.The Moderator-mediator Variable Distinction in Social Psychological Research:Conceptual, Strategic, and Statistical Considerations[J].Journal of Personality and Social Psychology, 1986, 51(6):1173-1182.
[30] 温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005(2):268-274.
[31] Cao Z, Lumineau F.Revisiting the Interplay between Contractual and Relational Governance:A Qualitative and Meta-analytic Investigation[J].Journal of Operations Management, 2015, 33(1):15-42.
[19] Luo Y.Contract, Cooperation, and Performance in International Joint Ventures[J].Strategic Management Journal, 2002, 23(10):903-919.
[20] Mellewigt T, Madhok A, Weibel A. Trust and Formal Contracts in Interorganizational Relationships-Substitutes and, Complements[J]. Managerial & Decision Economics, 2007, 28(8):833-847.
[21] Ring P, Van De Ven A. Developmental Processes of Cooperative Interorganizational Relationships[J]. Academy of Management Review, 1994, 19(19):90-118.
[22] Parkhe A. Strategic Alliances Structuring:A Game Theoretic and Transaction Cost Examination of Interfirm Cooper-ation[J]. Academy of Management Journal, 1993, 36(36):794-829.
[23] Williamson O. The Economic Institutions of Capitalism:Firms, Markets, Relational Contracting[M]. New York:Free Press, 1985.
[24] Lawrence P, Lorsch J. Organization and Environment[M]. Boston:Harvard Business School Press, 1967.
[25] Das T, Teng B. Between Trust and Control:Developing Confidence in Partner Cooperation in Alliances[J]. Acade-my of Management Review, 1998, 23(3):491-512.
[26] Inkpen A, Currall S. The Coevolution of Trust, Control, and Learning in Joint Ventures[J]. Organization Science, 2004, 15(5):586-599.
[27] Jones G, George J. The Experience and Evolution of Trust:Implications for Cooperation and Teamwork[J]. Acade-my of Management Review, 1998, 23(23):531-546.
[28] Hillebrand B, Woolthuis R, Nooteboom B. Trust, Contract and Relationship Development[J]. Organization Studies, 2005,26(6):813-840.
[29] Baron R, Kenny D A. The Moderator-mediator Variable Distinction in Social Psychological Research:Conceptual, Strategic, and Statistical Considerations[J]. Journal of Personality and Social Psychology, 1986, 51(6):1173-1182.
[30] 温忠麟,侯杰泰,张雷. 调节效应与中介效应的比较和应用[J]. 心理学报,2005(2):268-274.
[31] Cao Z, Lumineau F. Revisiting the Interplay between Contractual and Relational Governance:A Qualitative and Meta-analytic Investigation[J]. Journal of Operations Management, 2015, 33(1):15-42.

备注/Memo

备注/Memo:
收稿日期:2017-01-15。
基金项目:国家自然科学基金项目"农产品营销渠道复合治理的‘挤出’和‘互补’效应与渠道绩效关系的实证研究"(71573100)
作者简介:黄梦思,女,华中农业大学经济管理学院博士生,E-mail:hms940320540@126.com;孙剑,男,华中农业大学经济管理学院教授,博士生导师。
更新日期/Last Update: 2017-08-22