农产品营销中农户-龙头企业心理契约结构维度分析——基于江西省农户的调研

在对龙头企业与农户营销合作行为的研究中,仅仅关注龙头企业与农户所签订的书面合同是远远不够的,还必须深入了解那些龙头企业代表人与农户内心中认为是“不言而喻”或“心照不宣”的心理契约内容.由此,通过将农户-龙头企业心理契约概念引入到农户与龙头企业营销合作关系研究中,并运用江西省农户样本调研数据进行探索性与验证性因素分析证实,农户-龙头企业心理契约由农户感知的“交易型心理契约”与“关系型心理契约”二维结构构成.

An Analysis of the Structural Dimension of Psychological Contract between Farmers and Leading Enterprises in Agricultural Products Marketing:Based on Investigation of Farmers in Jiangxi Province

It is not enough to pay attention only to the written contract signed by the leading enterprises and the farmers during the research of the marketing cooperative behavior of the leading enterprises and the farmers,the psychological contract contents existing in the minds of the representatives of the leading enterprises and the farmers should also be dug out.Therefore,by introducing the concept of the psychological contract into the relation research between the farmers and the leading enterprises,this paper conducts an analysis of the exploratory and confirmatory factors with the sample data of farmers in Jiangxi Province.The results confirm that the psychological contract between farmers and the leading enterprises consists of the two dimension structure: the "transactional psychological contract" and the "relational psychological contract".