农资代理商感知依赖对其渠道关系型治理影响的实证研究

Empirical Research of the Influence of Agricultural Materials Agent's Perceived Dependence on Channel Relational Governance

以依赖、渠道关系型治理和社会资本理论为依据,结合农资流通渠道的实际情况,从依赖角度研究农资代理商渠道关系型治理的影响因素,并将"代理商社会关系资本"作为调节变量,由此构建农资代理商渠道关系型治理的研究模型。研究结果表明:在农资代理商和零售商渠道关系中,零售商占据着优势地位;农资代理商感知的依赖对其渠道关系型治理有显著的正向影响;农资代理商社会关系资本在代理商感知依赖与其渠道关系型治理之间起着负向调节作用。

Based on dependence theory, channel relational governance theory and social capital theory, combined with the actual situation of the agricultural materials circulation channels, this study mainly examined the factors which influence agricultural materials agents channels of relational governance from the perspective of dependence, and with the introduction of ＂social relationship capital of agents＂, discussed the intermediary and regulation effect of these variables on the ＂dependence＂ and ＂channel relational governance＂. From the study, the following conclusions are reached：Retailers occupy the dominant position in the relationship between channels of agricultural materials agents and retailers ; The dependence which agricultural materials agents have on their perception has significant positive impact on the governance of the channel relations ; Agents＇ social re- lationship capital plays a negative regulatory role between dependence and channels relation governance.