农业现代化研究2017，Vol.38Issue(5)：783-791,9.DOI:10.13872/j.1000-0275.2017.0042
超市参与"农超对接"供应链意愿的影响因素分析
Influencing factors on supermarkets' willingness to participate in the "farm-supermarket marketing" model
摘要
Abstract
The "farm-supermarket marketing" model is an important measure to promote the modernization of agricultural product circulation. Supermarkets are the core of this supply chain model. It is of great significance to fully understand supermarkets' willingness to participate in the "farm-supermarket marketing" model. Based on the survey data of supermarkets in Shandong, Hunan, Gansu, and others and applying the factor analysis and the Ordered Probit model, this paper analyzed supermarkets' willingness to participate in the "farm-supermarket marketing" supply chain and explored the influencing factors as well. Results show that supermarkets' willingness to participate in the "farm-supermarket marketing" model is generally strong: 31.9％ of the surveyed supermarkets are very willing to participate, and 49.8％ of them are relatively willing to participate. In addition, the external pulling force, the joint force between farms and supermarkets, the internal management capacity and the key pressure of supermarkets have positive impacts on supermarkets' willingness to participate. However, the inertial thrust of supermarkets has little impacts. This research also finds that supermarkets' willingness to participate will be stronger when the "farm-supermarket marketing" model benefits are more obvious, the resources are more supportive, the constraints of reality are smaller, and the subjective norms are stronger. To further improve supermarkets' willingness to participate in the "farm-supermarket marketing" supply chain, this paper suggests to enhance the external pulling force, to improve the internal management capacity of supermarkets, to increase the joint force between farms and supermarkets, and to identify the target supermarkets precisely.关键词
"农超对接"供应链/超市/参与意愿/影响因素/因子分析/有序Probit模型Key words
"farm-supermarket marketing" supply chain/supermarkets/willingness to participate/inlfuencing factors/factor analysis/Ordered Probit model分类
管理科学引用本文复制引用
张明月,郑军,薛兴利..超市参与"农超对接"供应链意愿的影响因素分析[J].农业现代化研究,2017,38(5):783-791,9.基金项目
国家社会科学基金项目(15BGL134) （15BGL134）
教育部人文社科规划基金项目(13YJA630143). National Social Science Foundation of China (15BGL134) （13YJA630143）
the Foundation for the Development of Humanities and Social Sciences of Ministry of Education of China (13YJA630143). （13YJA630143）
