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
俞芳,李艳军,李万君
摘要(Abstract):
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。
关键词(KeyWords): 农资代理商;依赖;关系治理;社会关系资本
基金项目(Foundation): 国家自然科学基金项目(71273102)
作者(Author): 俞芳,李艳军,李万君
DOI: 10.16195/j.cnki.cn36-1328/f.2013.03.021
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