本文關(guān)鍵詞：農(nóng)產(chǎn)品流通渠道中信息共享的作用機(jī)理研究　出處：《大連理工大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 農(nóng)產(chǎn)品流通渠道 信息共享的意愿 信息共享的質(zhì)量 交換關(guān)系差異化 基于過程的信任

【摘要】：農(nóng)產(chǎn)品流通渠道中,批發(fā)商與零售商在交換活動(dòng)中的信息共享同時(shí)影響著產(chǎn)地和銷地市場(chǎng)的交易秩序。與其他行業(yè)產(chǎn)品的流通渠道相比,農(nóng)產(chǎn)品流通渠道有著不同的渠道成員構(gòu)成結(jié)構(gòu)和群體特征,且在業(yè)務(wù)上與前者有著極大的差異性,在農(nóng)產(chǎn)品流通渠道這種聯(lián)合松散的組織中,信息共享的影響因素和作用機(jī)理也發(fā)生改變。本文依據(jù)動(dòng)機(jī)行為理論和相關(guān)研究,將信息共享分為信息共享的意愿和信息共享的質(zhì)量?jī)蓚�(gè)維度,從渠道批發(fā)商和零售商的互動(dòng)角度研究信息共享的意愿和信息共享的質(zhì)量對(duì)農(nóng)產(chǎn)品流通渠道的作用機(jī)理。同時(shí),依據(jù)農(nóng)產(chǎn)品流通渠道中成員關(guān)系的特點(diǎn),引入交換關(guān)系差異化和基于過程的信任作為前因變量,研究其對(duì)信息共享的意愿和信息共享的質(zhì)量的影響,并選擇未來合作預(yù)期作為結(jié)果變量�；趧�(dòng)機(jī)行為理論、社會(huì)交換理論和目標(biāo)手段相互依賴?yán)碚?本文共構(gòu)建了5組假設(shè)模型。本文參考已有文獻(xiàn)并結(jié)合本研究情境開發(fā)本文的測(cè)量量表,并通過預(yù)訪談、預(yù)調(diào)研等方法調(diào)整并形成最終量表和問卷。在正式調(diào)研中,通過在遼寧主要農(nóng)產(chǎn)品產(chǎn)地的大型農(nóng)產(chǎn)品收購市場(chǎng)進(jìn)行實(shí)地調(diào)研及電話調(diào)查等,共收集問卷346份,有效問卷314份。然后,通過SPSS 19.0和Lisrel 8.7進(jìn)行統(tǒng)計(jì)分析,對(duì)本文提出的假設(shè)進(jìn)行檢驗(yàn),并檢驗(yàn)了本文根據(jù)動(dòng)機(jī)行為理論將信息共享劃分為信息共享的意愿和信息共享的質(zhì)量的合理性。本文提出的假設(shè)均得到支持,并得出本文的研究結(jié)論。本文的實(shí)證研究結(jié)果表明,在農(nóng)產(chǎn)品流通渠道中,批發(fā)商與零售商交換關(guān)系差異化負(fù)向影響渠道成員間信息共享的意愿和信息共享的質(zhì)量,并且二者之間基于過程的信任會(huì)部分中介這一過程；另外,渠道成員間信息共享的意愿和信息共享的質(zhì)量會(huì)正向影響交易雙方的未來合作預(yù)期,并且信息共享的意愿和質(zhì)量會(huì)對(duì)交換關(guān)系差異化和未來合作預(yù)期間的關(guān)系產(chǎn)生部分中介效應(yīng)；本研究還表明在農(nóng)產(chǎn)品流通渠道中,信息共享的意愿和信息共享的質(zhì)量還存在內(nèi)在的作用機(jī)制,通過檢驗(yàn)驗(yàn)證了將信息共享劃分為信息共享的意愿和信息共享的質(zhì)量?jī)蓚�(gè)維度的合理性。本文的研究結(jié)論具有一定的理論和實(shí)踐意義。
[Abstract]:In the distribution channels of agricultural products, the sharing of information between wholesalers and retailers in the exchange activities affects the trading order of markets of origin and place of sale at the same time, compared with the circulation channels of products in other industries. The agricultural product circulation channel has different channel member composition structure and the group characteristic, and has the great difference in the business with the former, in the agricultural product circulation channel this kind of union loose organization. The influencing factors and the mechanism of information sharing have also changed. According to the theory of motivation and behavior and related research, information sharing is divided into two dimensions: the willingness of information sharing and the quality of information sharing. From the perspective of the interaction between wholesalers and retailers, this paper studies the mechanism of the willingness of information sharing and the quality of information sharing on the distribution channels of agricultural products. At the same time, according to the characteristics of the member relationship in the distribution channels of agricultural products. This paper introduces exchange relationship differentiation and process-based trust as prodependent variables to study their influence on the willingness of information sharing and the quality of information sharing. Based on the theory of motivation and behavior, the theory of social exchange and the theory of interdependence of goal means, the author chooses the expectation of future cooperation as the result variable. In this paper, five hypothetical models were constructed. The measurement scale was developed by referring to the existing literature and combining with the situation of this study, and through pre-interview. In the formal investigation, we conduct field investigation and telephone survey through the large-scale agricultural product purchase market in Liaoning province. A total of 346 questionnaires and 314 valid questionnaires were collected. Then, through the statistical analysis of SPSS 19.0 and Lisrel 8.7, the hypothesis proposed in this paper was tested. It also tests the rationality of the intention to divide information sharing into information sharing and the quality of information sharing according to the theory of motivational behavior. The assumptions proposed in this paper are supported. And draw the conclusion of this paper. The empirical research results show that, in the circulation of agricultural products. The difference of exchange relationship between wholesalers and retailers negatively affects the willingness and quality of information sharing among channel members, and the process-based trust between them partly mediates the process; In addition, the willingness to share information and the quality of information sharing among channel members will positively affect the expectation of future cooperation between the two parties. And the willingness and quality of information sharing will have partial intermediary effect on the relationship between the difference of exchange relationship and the expectation of future cooperation. This study also shows that in the distribution channels of agricultural products, the willingness of information sharing and the quality of information sharing also have an inherent mechanism. The rationality of dividing information sharing into two dimensions: the willingness of information sharing and the quality of information sharing is verified by testing. The conclusion of this paper has some theoretical and practical significance.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F326.6

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