“农超对接”模式下农户与超市间心理契约缔结的合作博弈  

The Cooperative Game of the Psychological Contract between Farmers and Supermarkets under the Mode of “Connecting Farmers and Supermarkets”

作　　者：洪菲[1] 张俊 陈金波[2] HONG Fei;ZHANG Jun;CHEN Jinho(Manufacturing Industry Development Research Center on Wuhan City Circle/School of Business,Jianghan University,Wuhan 430056;School of Bwsiness Administration,Hubei University of Economics,Wuhan 430205;School of Economics and Management,Wuhan Polytechnic University,Wuhan 430023,China)

机构地区：[1]武汉城市圈制造业发展研究中心/江汉大学商学院,武汉430056 [2]湖北经济学院工商管理学院,武汉430205 [3]武汉轻工大学经济与管理学院,武汉430023

出　　处：《东北农业科学》2020年第5期98-102,共5页Journal of Northeast Agricultural Sciences

基　　金：湖北省社会科学基金项目(S20172198);湖北省技术创新专项软科学研究项目(2018SDC113);国家自然科学基金项目(71403085)。

摘　　要："农超对接"模式是解决中国农民增收困难、农产品流通效率低下的重要途径,但农户机会主义行为是该模式中的一个重要问题。因此,本研究认为农户心理契约会影响其机会主义行为的产生,而农户的组织承诺起到了中介作用。本文构建了完全信息静态博弈理论模型,验证了博弈双方只有建立长期的合作机制,缔结理想的关系型心理契约,或使农户形成对超市的强烈承诺,才能走出一次性博弈的困境,触发与超市的长期合作策略,提出了抑制"农超对接"模式中农户机会主义行为的政策建议。Connecting Farmers and Supermarkets" model is considered to be an important way to solve the problem of increasing farmer′s income and the inefficient circulation of agricultural products. However, the farmer′s opportunistic behavior occurs frequently. Therefore, this study believes that farmer′s psychological contract could affect the opportunistic behavior and the organizational commitment of farmers plays a mediating role. This paper constructs a complete information static game theory model, which verifies that only by establishing a long-term cooperation mechanism, concluding an ideal relationship psychological contract, or making farmers form a strong commitment to the supermarket, can they get out of the dilemma of one-off game, trigger the long-term cooperation strategy with supermarkets. It also puts forward policy suggestions to restrain the farmer′s opportunistic behavior in mode of "Connecting Farmers and Supermarkets

关 键 词：农超对接 农户心理契约 组织承诺 机会主义行为 博弈理论模型 

分 类 号：F326.6[经济管理—产业经济]