| 农户人际关系网络结构对渠道行为与续约意愿的影响 |
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| 引用本文： | 张闯,徐健,夏春玉.农户人际关系网络结构对渠道行为与续约意愿的影响[J].商业经济与管理,2011(5):5-14. |
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| 作者姓名： | 张闯 徐健 夏春玉 |
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| 作者单位： | 1. 东北财经大学,工商管理学院,辽宁,大连,116025;西安交通大学,管理学院,陕西,西安,700049
2. 东北财经大学,工商管理学院,辽宁,大连,116025 |
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| 基金项目： | 中国博士后科学基金面上项目，教育部人文社会科学研究项目，辽宁省教育厅高等学校优秀人才支持计划项目 |
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| 摘 要： | 针对营销渠道行为研究网络视角缺乏的问题,引入了社会网络理论中的两个重要变量——网络密度和网络中心性,并在农产品营销渠道中考察了农户人际关系的网络密度和农户的网络中心性对渠道冲突与满意的影响,以及冲突和满意对交易关系的稳定性(农户续约意愿)的影响。实证研究发现,订单农业中农户的人际关系网络结构对渠道冲突与满意行为有显著影响;农户与农产品收购企业之间的冲突与满意对交易关系稳定性具有显著影响。
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| 关 键 词： | 渠道行为 网络密度 网络中心性 渠道冲突 渠道满意 |
The Impact of Network Structure of Farmer' s Interpersonal Relationship on the Channel Behavior and Contract Extension Desire |
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| ZHANG Chuang,XU Jian,XIA Chun-yu.The Impact of Network Structure of Farmer' s Interpersonal Relationship on the Channel Behavior and Contract Extension Desire[J].Business Economics and Administration,2011(5):5-14. |
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| Authors: | ZHANG Chuang XU Jian XIA Chun-yu |
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| Institution: | ZHANG Chuang1,2,XU Jian1,XIA Chun-yu1(1.School of Business Administration,Dongbei University of Finance and Economics,Dalian 116025,China,2.School of Management,Xi'an Jiaotong University,Xi'an 700049,China) |
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| Abstract: | Considering the imperfect understanding of the roles of network structure in channel behavioral theory,this study mainly focuses on the impact of farmer's interpersonal network structure(network density and farmer's network centrality) on the channel behaviors(conflict and satisfaction) in agricultural product channel relationship,and the impact of conflict and satisfaction on the stability(contract extension desire) of transactional relationship.Empirical results show that the network structure of farmer's... |
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| Keywords: | channel behavior network density network centrality channel conflict channel satisfaction |
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