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在战略联盟研究的基础上,本文从交易特征、资源投入、竞争强度和风险感知等方面系统地构建了农产品渠道联盟模式选择与联盟绩效关系的概念模型,并通过问卷调查对概念模型提出的假设进行了实证检验。结果表明,交易特征因素、交易成本和风险感知都显著影响农产品渠道联盟模式选择,但资源依赖和风险感知对农产品联盟模式选择的影响程度最大,这是农产品渠道联盟区别于非农领域的一个显著特点,同时,以上诸因素必须与联盟模式匹配才能够提升联盟绩效。研究还发现,交易成本和风险感知具有对联盟模式选择的中介效应,且风险感知具有完全中介效应,但以上结论的一般性推广还需要进行深入研究和进一步检验。
Based on the research of strategic alliance, this paper systematically constructs the conceptual model of the relationship between model selection and alliance performance of agricultural product channel alliance based on transaction characteristics, resource investment, competition intensity and risk perception. Through the questionnaire survey, the hypothesis of conceptual model Conducted an empirical test. The results show that transaction characteristic factors, transaction costs and risk perception significantly affect the choice of agricultural product channel alliance model, but resource dependence and risk perception have the greatest influence on the choice of agricultural product alliance model, which is a significant difference between agricultural product channel alliance and non-agricultural sector Characteristics, at the same time, all the above factors must be matched with the alliance mode to improve the alliance’s performance. The research also finds that transaction costs and risk perception have the intermediary effect on the choice of alliance modes and the risk perception has a complete mediating effect. However, the general promotion of the above conclusions needs to be further studied and further tested.