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

黄梦思1,2 孙剑1,2

(1.华中农业大学经济管理学院)
(2.湖北农村发展研究中心)

【摘要】农产品营销渠道中的“农业龙头企业+农户”模式存在违约率高、稳定性低和绩效差的问题。本文从农户视角, 结合治理机制的相关理论, 运用海南、湖北、河南等6个省份共578份农户的调查数据, 实证分析了复合治理“挤出效应”对农产品营销渠道绩效的影响。研究发现, 中国农产品交易市场上客观存在传统社会规范治理与正式契约治理的渠道复合治理Ⅰ和关系治理与正式契约治理的渠道复合治理Ⅱ;传统社会规范治理对正式契约治理机制的“挤出效应”负向影响“农业龙头企业+农户”模式的稳定性, 而关系治理对正式契约治理机制的“挤出效应”却正向影响“农业龙头企业+农户”模式的稳定性;农户法律意识显著负向调节渠道复合治理I“挤出效应”和渠道稳定性之间关系, 而对渠道复合治理Ⅱ“挤出效应”和渠道稳定性之间关系则存在显著的正向调节作用;农产品营销渠道稳定性对提高交易弹性绩效和交易销售绩效具有直接的影响。

【关键词】 “农业龙头企业+农户”; 营销渠道; 复合治理; “挤出效应”; 绩效;

【DOI】

【基金资助】 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” (编号:71573100) 的阶段性成果

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This Article

ISSN:1002-8870

CN: 11-1262/F

Vol , No. 04, Pages 17-30+54

April 2016

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Article Outline

摘要

  • 一、引言
  • 二、理论模型和研究假说
  • 三、数据来源与研究方法
  • 四、结果和分析
  • 五、研究结论与启示
  • 参考文献