农户视角的农业龙头企业声誉评价  

Study on ReputationEvaluation of Leading Agricultural Enterprises from Farmers' Perspective

作　　者：汪凤桂[1] 戴朝旭[1] 欧晓明[1] 

机构地区：[1]广东农业企业发展研究中心/华南农业大学经济管理学院,广东广州510642

出　　处：《华中农业大学学报（社会科学版）》2014年第3期50-58,共9页Journal of Huazhong Agricultural University(Social Sciences Edition)

基　　金：国家自然科学基金项目"农业企业社会责任:动机;行为与路径选择"(71273095);国家社会科学基金项目"农业企业食品安全行为研究"(10BGL007)

摘　　要：企业声誉是企业重要的无形资产。农户对农业龙头企业的声誉评价决定着农户与企业间合作关系的持久性。通过对广东省5家国家级重点农业龙头企业200个合作农户的问卷调查,采用SPSS因子分析法及多元回归分析,发现农户在评价农业龙头企业声誉时,关注的维度依次是:与企业的合作结果、企业对农村社区的贡献、农企间的合同属性和企业对农户产品的质量要求,其中合作结果和对社区的贡献影响最大,通常认为重要的影响因子服务农户没有得到验证。农户更看重与企业的合作结果而非合作过程。Corporate reputation is an important intangible asset of enterprises.Reputation evalution on leading agricultural enterprises from farmers determines the persistence of cooperation between farmers and enterprises.Based on the questionnaire from 200cooperative farmers of five state-level leading agricultural enterprises in Guangdong province,this paper,using SPSS factor analysis and multiple regression analysis,finds that when farmers evalute the corporate reputation of leading agricultural enterprises,the focusing dimension,according to priority,is cooperation results with enterprises,contribution of enterprises to agricultural community,the contract attribute between farmers and enterprises and quality requirement for farmer products by enterprises,among which the cooperation result and contribution to community have the biggest impact,but usually important influencing factors serving the farmers have not yet testified.Farmers pay more attention to the cooperation results with enterprises instead of cooperation process.

关 键 词：企业声誉 声誉评价 农业龙头企业 农户 合作关系 

分 类 号：F279.23[经济管理—企业管理]