Study On The Influence Of The Channel Govrance Mechanism On Farmers' Speculation In The “Leading Enterprise+Farmer” Model

The model of leading enterprise and farmers plays an important role in the process of agricultural industrialization,which is of great help to solve the problem of how to connect small farmer and big market to some extent.However,this model does not achieve a rapid development in the real world condition,because of some universal problems,such as farmers' high default rate,frequent speculative behavior,which belongs to speculative problems in nature,thus reducing the stability of agricultural products' marketing channel as well as the channel performance.Most scholars at home and abroad study farmers' speculative behavior from the perspective of transaction cost theory,the relational contract theory,resource dependence theory and so on,but few scholars conduct the study by introducing the relationship quality as variables,the channel governance mechanism as the dependent variable,and the “leading enterprises + farmers” agricultural products marketing channel as the main research body.Therefore,this paper combines the theory of channel relationship and channel governance to build the model to analyze the relationship between the channel governance mechanism and farmers' speculative behavior,which is of certain theoretical and practical value.In order to achieve the purpose of a deep analysis of farmers' speculative behavior,this paper constructs the theoretical model of agricultural products' channel governance mechanism,relationship quality and farmers' speculative behavior under the mode of “leading enterprises + farmers” by combining the channel relationship theory and the channel governance theory,as well as reviewing the literature of governance mechanism,relationship quality.The present paper obtains the first-hand data of the farmers who sign the contracts by dint of the field research,and then conducts multiple regression analysis of the collected data,and finally attains the analysis results as well as puts forward the following suggestions:(1)formal contract has a significant negative effect on the farmers' speculative behavior,which means the more specific the contract is,the lower farmers' speculative intention is.(2)joint planning exploits a significant negative influence on the farmers' speculative behavior,that is to say,joint problem solving has a significant negative impact on the farmers' speculative behavior,which means more communication,consultation and agreement of production plan and problem solving the enterprise and the farmers have,the lower farmers' speculative intention is.(3)trust shows a negative impact on the farmers' speculative behavior,moreover,satisfaction has no effect on the farmers' speculative behavior,but promise has a significant negative effect on the farmers' speculative behavior,the higher the level of trust and commitment between the enterprise and the farmers is,the lower farmers' speculative intention is.(4)trust plays a partial intermediary role between formal contract and farmers' speculative behavior,which means trust plays a partial intermediary role between joint planning and farmers' speculative behavior as well as joint problem solving and farmers' speculative behavior.(5)promise play a partial intermediary role between formal contract and farmers' speculative behavior,that is to say,promise plays a partial intermediary role between joint planning and farmers' speculative behavior as well as joint problem solving and farmers' speculative behavior.(6)the mediation effect of satisfaction between the relationship of governance mechanisms and farmers' speculative behavior does not have the data support.The present paper comes to the research conclusion on the basis of empirical analysis results,which shows contract governance mechanism and formal governance mechanism both have inhibitory effect on farmers' speculative behavior.Channel relationship quality plays an important role in farmers' speculative behavior.However,trust,satisfaction and commitment plays completely different role in farmers' speculative behavior,for both trust and commitment exploit an inhibitory effect in farmers' speculation,while satisfaction does not has a clear role in farmers' speculation.Therefore,in the process of promoting the development of “leading enterprises + farmers” mode,it is needed to pay attention to the reasonable application of channel governance mechanism,organic combination of contract mechanism and formal mechanism,the relationship between the trading main bodies,which is considered to be an important factor,as well as the relationship quality,for it exploits a tremendously important role and the satisfaction,which is the basis of cooperation,making great commitment to enhance the trust and promise between both sides.Rational use of governance mechanism within the consideration of multiple factors can alleviate farmers' speculative behavior,promote trading sides to establish a good cooperative relationship and then guarantee the stability of agricultural products' marketing channel.