Study On The Influence Of Channel Power By Leading Enterprises And Farmers’ Willingness To Cooperate In The Process Of Producing Safe Agricultural Products

With the development of science and technology, the supply capacity of China’s agricultural products has been radically improved. However, its quality and safety issues are increasingly prominent, while the production link is the source and foundation of safety agricultural products management. In the background of the industrialization of agriculture, the mode of dragon enterprises with farmers is developing rapidly. In order to control the toxic agricultural products enter into the society, we need to pay attention to the dragon enterprises, which is the starting point of safety agricultural products. Farmers shoulder the primary responsibility of the production of safety agricultural products. Without farmers’ participation and coordination, we cannot guarantee the safety of agricultural products. Therefore, investigating farmers’ cooperative willingness to produce the safe agricultural products is significant. In recent years, the development of food safety production base is very fast. Through the base, the leading enterprises and farmers have formed some tight or loose links. The farmers are willing or not to work with the leading enterprises to product according to the standard of production strictly has become the study’s focus of this article in the request of quality and safety standards.The connection between farmers and leading enterprises is the most important segment in agricultural industrial chain. The channel behavior theory deem the applying of channel power can determine the channel members’ will and behavior, so the research on the application of leading enterprises’ channel power, and explore their influences on farmers’ cooperation intention about safety agricultural products have important meanings. Most scholars divide the applying channel power into coercive power and non coercive power in empirical research, the former come from the punishment power, legal force, while the latter come from the influence of the expert, charisma and reward. Different from the formal contract, psychological contract is a kind of implicit mental activity and subjective belief, which can restrain our psychology and behavior. It is introduced as the intermediary between channel power and the farmer’s cooperative willingness about producing safety agricultural products. Therefore we can predict the farmer’s attitude and behavior about safety production through psychological contract. The use of channel power by dragon enterprises will be perceived by farmers and form the psychological contract, then the formation of psychological contract will ultimately impact the willingness to produce safety production.We use the combination method of the qualitative and quantitative analysis to research the problems. Teasing the researches which have carried out at home and abroad,quoting some existed research results, we form the framework of the full text. We use the farmer’s psychological contract as intermediary variable; first carry on the on-the-spot investigation to collect data. Base on this, we develop reliability and validity analysis, factor analysis and correlation analysis through SPSS software, structural equation analysis through AMOS software, and test the proposed hypothesis one by one. Finally we provide our summaries and the reasonable interpretation of the conclusions through the empirical analysis, and give some marketing suggestions to agricultural dragon enterprises. The last part we puts forward some deficiencies of this paper and prospects to the further research direction.