农户“被动信任”农资零售商的缘由:社会网络嵌入视角的案例研究  

The Reason of Farmers' Passive Trust to Agricultural Materials Retailers:A Case Study from the Perspective of Social Network Embeddedness

作　　者：张蒙萌[1,2] 李艳军[1,3] 

机构地区：[1]华中农业大学经济管理学院 [2]密歇根州立大学农业与自然资源学院 [3]华中农业大学湖北农村发展研究中心

出　　处：《中国农村观察》2014年第5期25-37,93-94,共13页China Rural Survey

基　　金：国家自然科学基金项目"中国种子产业链价值创造与分配研究"(编号:70873047)和"品牌社区视角的农资品牌成长机理及其连动力研究"(编号:71273102);中央高校基本科研业务费专项基金"社会网络视角的种子公司品牌成长模式探究"(编号:2013YB13)的资助

摘　　要：乡村社会中,农户"被动信任"农资零售商的现象广泛存在,即农户心中农资零售商的信誉度并不高,但农户仍然选择听取农资零售商的建议,购买农资零售商推荐的农资产品。由于经济行为是嵌入在社会网络之中的,所以,农户与农资零售商同时嵌入的乡村社会特有的与农资购销相关的网络有可能是农户对农资零售商产生被动信任的原因。本文运用案例研究方法,对江西省瑞金市武阳镇与农资购销密切相关的社会网络进行梳理和归纳,试图揭示该社会网络导致农户产生"被动信任"农资零售商这一行为的内在机理。研究发现,乡村农资社会网络主要包括政府部门相关人员、村干部、农资生产商、农资代理商、农资零售商、焦点农户和其他一般农户7类成员,其中,农资零售商占据联结其他所有成员的中心位置,而一般农户与除农资零售商以外的其他成员之间的关系通常是断裂的,处于社会网络的边缘位置。这一社会网络特征使得农资零售商较一般农户而言具有掌控信息和资源的优势,而一般农户在搜寻信息与获取资源时则处于被动地位。因而,即使农户认为农资零售商的信誉度不高,仍不得不选择"被动信任"衣资零售商。In the rural society,it exists widely that farmers have to trust agricultural materials retailers while they are untrustworthy.In other words,farmers have to purchase what agricultural materials retailers recommend while the reputation of these agricultural materials retailers is bad.Because farmers' economic action is embedded in their social network,the characteristics of the social network maybe one reason of the contradiction of farmers' behavior.This paper uses the case study method to analyze the social network which is relevant to agricultural materials,and figures out the inner mechanism how the social network makes farmers have to trust agricultural materials retailers while they are untrustworthy.The study finds that members of rural agricultural materials' social network mainly include government officers,village cadres,agricultural materials manufacturers,agricultural materials agents,agricultural materials retailers,hub fanners and imitate farmers.Agricultural materials retailers who link all the other kinds of network members are in the central of the social network.By contrast,imitate farmers are at the edge of the social network and their relationships with other kinds of network members,except with agricultural materials retailers,are often broken.The characteristics of the social network give agricultural materials retailers more power and advantages to manage information and resources,and make imitate farmers weaker than agricultural materials retailers in the social network.This makes farmers have to trust agricultural materials retailers while they are untrustworthy.

关 键 词：农业生产资料 农户 零售商 社会网络嵌入 被动信任 

分 类 号：F234.3[经济管理—会计学]