Study On The Relationship Between The Contractual Arrangements With The Enterprise Market Performance

Ignoring contracts arrangement is the "MISSING LINK" of economics and management, it would be hard to explain the essence of market performance promoting under the limitation of consumers’ cognitive competence and resources of enterprise. Contract arrangement provided a new persperctive to study market performance. Many scholars thought the essence of different contract arrangement produce different market performance were the surpluse of contract holders. Only all contract holders had surplus that will be trade accepted, and automatically executed. Any party remained no surplus, trade is failed. According to the number of transactions, Contract arrangements were divided into bilateral contract and multi-parties contract. Therefore, if there is significant difference in market performance, under different contract arrangement. We tried to study the differenct market performance between bilateral contract and multi-parties contract, and explain the internal mechanism of market performance in mediation of surplus of contract-holders.Based on the literature review and case study, we first puts forward our theory model that contract arrangements affected the market performance through surplus of contract-holders. Secondly, on the basis of literature and90case from depth interview, we developed the scale of surplus of contract-holders. Then, according to the samples data of a large sample of questionnaire survey, we used reliability analysis、 exploratory factor analysis、correlation analysis、T test and regression analysis in SPSS17.0to verify the internal mechanism of market performance in mediation of Surplus of contract holders. Finally, using the level of regression analysis we examined moderating effect of the customer trust between surplus of contract-holders and market performance.We found that:(1) the surplus of contract-holders was divided into two dimensions, consumer surplus and supplier surplus, whoses scale developed including10items (2) contracts arragement had a significant effect on market performance.market performance of bilateral contract is superior to multi-parties contract.(3) the surplus of contract-holders plaed a mediated role between contracts arragement and market performance;(4) the customer trust plaed a moderated role between the surplus of contract-holders and market performance.We foreseed and explained the phenomenon that the high market performance of multi-parties contract from the new perspective——contract arrangement. Meanwhile, we explained the mediating effect of the surplus of contract-holders in this mechanism. All these were the important supplement of the market performance and contract theory. The study showed that, in the trade of realistic society, any party had no surplus, the trade was failed. Surplus was value, value was produced by trade. In order to obtain high market performance enterprise must choose the matching contracts, remaining all contract-holders having surplus. Therefore, based on the surplus of contract-holders, we explored the internal mechanism of contracts arragement’ effect on market performance, expecting to get some innovation in theory, and inspiration in practice.