【作者】 张卫红；

【导师】 曲洪敏；

【作者基本信息】 大连理工大学 ， 企业管理， 2016， 硕士

【摘要】 契约是治理组织间关系中一种重要的方式,受到了大量营销学学者和企业管理者的关注。契约是普遍存在的,无论是营销渠道中的渠道契约还是企业联盟、企业合并中的契约,都为组织间关系的发展发挥着重要的作用。然而,随着实践,学者发现契约无法涵盖交易中的所有问题,因为人的理性是有限的,无法预期未来出现的所有突发事件。并且学者提出关系治理可以有效弥补契约所具有的不完整性,所以对于契约的研究重点逐渐转移到契约治理与关系治理的关系上。但是通过对文献的整理,本文发现研究契约结构是一个很好的视角,一份契约设计不同的结构可以体现不同的交易目的,也会影响合作关系的持续。另外,组织间交易是充满风险的,契约风险的存在将对契约结构产生重要的影响,而契约结构的调整也会影响双方对合作关系持续的意愿。本文以超市为对象研究了农超对接情境中与农户签订的契约,并且从契约结构的视角探讨契约治理机制在组织间关系的作用机理。根据契约理论,将契约结构划分成契约控制和契约协调两个维度；将契约结构的前因变量契约风险分为敲竹杠、可观测性和专属权三个维度；契约结构的结果变量选取了关系持续的意愿来衡量组织间合作成效。此外根据学习理论,提出伙伴经验对契约风险和契约结构之间的调节作用。基于研究假设,本文运用SPSS和LISREL软件处理数据、检验假设。实证研究结果证明：在农超对接模式的契约中,契约风险正向影响契约控制和契约协调,即超市面临的契约风险越大,契约中的控制条款和协调条款都将增加；契约控制和契约协调对关系持续的意愿均具有正向影响；伙伴经验对契约风险与契约控制之间的关系起负向调节的作用,对契约风险与契约协调之间的关系起正向调节作用。本文创新点有：(1)将契约结构和契约风险划分了具体的维度,丰富了对构念的理解,并且从契约结构的视角考虑契约治理在维护组织间关系中所起的重要作用；(2)从学习理论的视角考虑合作伙伴在重复交易中获得的经验对契约风险和契约结构的调节效应；(3)以农超对接作为研究情境,弥补了契约理论在这一情境中的空白。更多还原

【Abstract】 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.更多还原