心理契约对农户交易模式选择的影响分析——来自湖北省413户农户调查的经验证据

Analysis of Psychological Contract Influencing Farmers' Transaction Mode Selection: Empirical Evidence from a Survey of 413 Households in Hubei Province

利用湖北省413户农户调查数据实证分析了心理契约对农户交易模式选择的影响,研究发现,农户感知的心理契约显著影响农户交易模式的选择。其中,交易型心理契约对农户交易模式选择的影响程度要大于关系型心理契约,农户一旦感觉到龙头企业不关心其利益,农户选择合同式交易模式的"愿望"会强于合作式,由心理契约的破坏或心理契约违背而引起的交易关系会更加"冷淡",此时,再建立农户与龙头企业间以长期合作为基础的交易关系就会愈发困难。为此,建议完善农户和核心企业间的利益分配模式,建立有效的信息共享机制,推动龙头企业与农户构建一体化的合作关系,这将有助于龙头企业与农户心理契约的建立和更好地开展营销合作。

This paper empirically analyzes the influence of psychological contract on farmers＇ selection of transaction mode based on a survey data of 413 households in Huhei Province. The study shows that psychological contract perceived by farmers significantly affects farmers＇ transaction mode selection, in which the influence degree is stronger in transactional psychological contract than relational psychological contract. In case farmers feel their interests less concerned by leading enterprises, farmers would prefer contractual transaction mode to cooperative mode. The business relationship caused by the ruin or violation of psy- chological contract would get colder. By then, it would be increasingly difficult to establish a long-term cooperative relationship between farmers and leading enterprises. Therefore, it is important to improve the interest distribution pattern between farmers and core enterprises, establish effective information-sharing mechanism, and promote the leading enterprises and the farmers to build the integrated cooperative relationship, all of which will help to establish a psychological contract between leading enterpri- ses and farmers and carry out the marketing cooperation in a better way.