Mechanism Of Action Of Information Sharing In Agricultural Products Circulation Channel

In agricultural products circulation channel, various information sharing exist in the exchange activity between wholesaler and retailers, and it has great influence on agricultural products circulation channel. Compared with products circulation channels of other industries, agricultural products circulation channel has different channel member structure and group identity. In this paper, based on the theory of motivation and behavior, we choose two dimensions of information sharing, namely willingness of information sharing and quality of information sharing, and study the mechanism of action of willingness of information sharing and quality of information sharing on agricultural products circulation channel. Meanwhile, according to the characteristics of the channel members, we introduce exchange relationship differentiation and process-based trust into the research as antecedent variables, study its effect on the willingness of information sharing and quality of information sharing, and select future cooperation expectation as results variable. Based on the theory of motivation and behavior, social exchange theory and social interdependence theory, the paper constructed five groups of model assumptions.Combining the existing literatures’ measurement scales and the context of this study, and through interviews in advance, pre-research and other methods to adjust the scales and form a final questionnaire. In the formal investigation, through conducting field research and telephone surveys by investigating businessmen in agricultural products buyout markets in Liaoning Province, we collected 346 questionnaires and 314 questionnaires are valid. Then, by using Lisrel 8.7 and SPSS 19.0 to test the hypotheses in this paper, all of the hypotheses are supported and draw conclusions of this paper.The results of this study show that exchange relationship differentiation between wholesaler and retailers has negative effect on the willingness of information sharing and quality of information sharing, and process- based trust partly mediate the relationship; In addition, willingness of information sharing and quality of information sharing have positively effects on the expectation of future cooperation; The study also shows that in the agricultural products circulation channel, there are internal mechanism of action between willingness of information sharing and quality of information sharing, that is willingness of information sharing has positively effect on quality of information sharing.