A Study On The Antecedents Of Relationship Commitment And Its Influence On Channel Stability Of "Leading Enterprises+Farmers"

The marketing of agricultural products plays an important role in the modernization of agriculture,and agricultural products' marketing channel has always been a focus in the field of marketing of agricultural products.Moreover,the stability of agricultural products' marketing channel is vital to the interests of the farmers,and it is closely related to farmers' income,rural stability,and agricultural development.At present,more and more researches are focused on the channel stability of “Leading Enterprise + Farmer” model.In practice,the low channel stability but the high farmers' default rate not only have a negative impact on the income of both sides,but also hinder the agricultural modernization in our country.The researches on the channel stability of “Leading Enterprise + Farmer” at home and abroad are mainly conducted from the aspects of supply chain,relational contract,transaction cost and so on.Among them,the focus of research in China in recent years is changed from the perspective of economics to the point of channel members' behavior management,such as studying the problems of stability and performance of the channel from the channel members' behavior and psychological perspective.The researches about the stability of the channel of “Leading Enterprise + Farmer” are mainly concentrated on the influence factors and the governance mechanism.Most researches mainly focus on the relationship management of channel members' behavior,but few introduce relationship commitment into the study of the stability of the agricultural product marketing channel.Therefore,it is of great practical value and theoretical value to study the formation of the relationship commitment and its influence on the stability of the channel in the "Leading Enterprise + Farmer" model.Based on the theory of channel relationship,transaction cost theory and social exchange theory,this paper studies the main causes of relationship commitment and its influence on the stability of the channel in the "Leading Enterprise + Farmer" model by using theoretical research,empirical research,induction and field research.Through the deduction of the related theoretical research on channel stability and relationship commitment,this paper builds the research model of the influence factors of the relationship commitment and the mechanism of the channel stability.On the basis of constructing the model,the paper puts forward the corresponding research hypothesis and designs the appropriate scale.The paper conducts the data correlation analysis,regression analysis the by dint of the SPSS software,and tests the research scale and as well as the theoretical model,and finally comes to the following conclusions:(1)The empirical study showed that the relationship commitment has a significant positive effect on the "Leading Enterprise + Farmer" channel stability.The higher the level of relationship commitment is,the more stable the channel is;(2)The two dimensions of the relationship commitment has a significant effect on the two dimensions of channel stability.Among them,the affective commitment of the farmers to the leading enterprises has a significant negative impact on the default tendency,and the calculative commitment of the farmers to the leading enterprises has a significant negative impact on the default tendency,but it has a significant positive impact on the renewal intention;(3)Trust has a significant positive impact on the affective commitment,which validates the hypothesis.The empirical results show that trust and calculative commitment both present a significant positive correlation;(4)The value specification has a significant positive influence on affective commitment.The more the farmers agree to the value specification of the leading enterprises,the closer the bilateral sides' value become,the higher the level of farmers' affective commitment to the leading enterprises is.However,value specification has no significant effect on the calculative commitment;(5)The proprietary investment has a significant positive impact on the calculative commitment,while the proprietary investment has no significant positive influence on the affective commitment.According to the results of empirical research,combined with theoretical analysis,this paper draws the following conclusions: The relationship commitment can be divided into two dimensions: Affective commitment and calculative commitment.Affective commitment and calculative commitment have important influence on the "Leading Enterprise + Farmer" channel stability,among which,the affective commitment has a greater influence on the stability of the channel;the main causes of the relationship commitment include trust,value specification and proprietary investment,among which,the trust has the greatest influence,and through the relationship commitment,the three aspects affect the stability of the channel indirectly.Therefore,in order to improve the level of relationship commitment and channel stability in the " Leading Enterprise + Farmer " model,leading enterprises not only need to consider from the perspective of calculative commitment,providing economic support and help for the farmers,at the same time,it also need to enhance the farmers' affective commitment,on the basis of guaranteeing the farmer's economic interests,thus giving farmers more spiritual cares,to strengthen communication with farmers,which can effectively reduce farmers' default behavior,and improve the stability of the channel by taking advantage of the value specification to guide and restrain the channel members' trading behavior common.