Empirical Research Of The Influence Of Agricultural Materials Agent’s Perceived Dependence On Channel Relational Governance

At present.county (city) level agents and the town (village) level retailers are two important principals of agricultural materials circulation channels in our country.the degree of cooperation and the stability of the relationship between them is directly related to the stability of the agricultural materials circulation channels,output quality and efficiency.also is the important factors that affect the interests of the farmers and agricultural production.This study is based on dependence theory, channel relational governance theory and social capital theory,combined with the actual situation of the agricultural materials circulation channels,mainly research the influence factors of agricultural materials agents channels of relational governance from the perspective of dependence,and introduction of "long-term cooperation intention","social relationship capital of agents" and "relationship length",discuss the intermediary effect and regulation effect of these variables between the "dependence" and "channel relational governance ".In this research,questionnaire and face-to-face interview is the main form of research,based on the investigation of155agricultural materials agents in HuBei, HeNan,ShanDong and other cities and counties,using descriptive statistics analysis, correlation analysis and regression analysis and other methods to deal with survey data, the following conclusions:1.In agricultural materials agents’ opinion,the degree of agricultural materials agents dependence on retailers is greater than the retailers dependence on the agricultural materials agents.Retailers occupies the dominant position in the relationship between channels of agricultural materials agents and retailers.2. Agricultural materials agents perception of relational governance depends on the channel have significant positive impact.Agricultural materials agents perceive the degree of dependence on retailers is greater,the asymmetry of the dependency structure is greater,the more they attaches great importance to the cooperation relationship with their partners.Especially when they are the vulnerable side in the channel relationship,in order to gain more initiative,it is more inclined to actively working with their partners,and that will be continuously consolidate and enhance their status in channel relationship.3.Long-term cooperation intention has a mediating role between dependence and governance.Among them,long-term cooperation intention has a partial mediating role between dependence and governance;long-term cooperation intention has a completely mediating role between dependence and governance.4.Social relationship capital of agents plays a negative regulatory role between dependence and channels relational governance. When agricultural materials agents with more social relationship capital, they may use personal relationship with local government departments and personnel to solve problems or difficulties in their business,and less attention together with partners to jointly plan and solve the problem.5.Relationship length plays a regulatory role between dependence and channels relational governance.The longer the time the agricultural materials agent cooperation with retailers,the more positive they planning for the future interaction and cooperation matters with each other.