The Research Of The Relationship About Contractual Risk, Contractual Structure And Willingness To Continue The Relationship In Straight-to-supermarket Distribution Of Agricultural Products

Contractual governance is an important way in inter-firm's governance. And a large number of marketing scholars and enterprise managers have attention of it. Contract is widespread, regardless of in the marketing channels or enterprise alliance, enterprise mergers et al.. They are all play an important role for the development of relations between organizations. However, with practice, scholars found that the contract can't cover all the issues in trading. Because people's rationality is limited, they can't expect all of the emergency in the future. And scholars put forward the relationship between interfirns can effectively make up for the incomplete of contracts. Therefore, researches focus gradually shifted to relationship between contractual governance and relationship. Through the literature, however, this paper found that the structure of contract is a very good perspective to do the research. Different structure of the contract will reflect different trading purposes, meanwhile affect cooperation performance. In addition, inter-organizational deal is full of risk, and the risk an is important threatening factor to the relationship. Fortunately, contractual management can effectively reduce the threat.This research select Straight-to-supermarket Distribution of Agricultural Products as the situation. We study that contracts signed with fanrmers how to relieve the relationship between contractual risk and cooperation performance from the perspective of supermarkets. According to the contractual theory, contractual structure can be divided into contractual control and contractual coordination. And based on the theory of risk, we divide contractual risk into hold-up, observability and appropriability. Besides, according to the theory of learning, we put forward partners'experience is mediator variable between contractual risk and contractual structure. On the basis of the assumption, this paper use SPSS and LISREL software for data analysis to test research model. Empirical study results show that:in the contract of Straight-to-supermarket Distribution of Agricultural Products, contractual risk has a positive effect on contractual control, similarly, has a positive influence on contractual coordination; Both contractual control and contractual coordination have a positive effect on willingness to continue the relationship; Partners'experience has a negative regulation on the relationship between contractual risk and contractual control, contrary to expectation, partners' experience has a positive regulation on the relationship between contractual risk and contractual coordination.This study has several innovations:(1) Contractual structure and contractual risk are divided into the specific dimensions, enriching understanding to the constructs; And from the perspective of contractual structure, we consider that contractual management can relieve the relationship between risk and inter-organizational performance; (2) From the perspective of learning effects, we expect partners' experience in the repeat business will have a mediator effect; (3) We do the research in the situation Straight-to-supermarket Distribution of Agricultural Products, filling the blank of the absence.