超市参与'农超对接'供应链意愿的影响因素分析

摘要

The "farm-supermarket marketing" model is an important measure to promote the modernization of agricultural product circulation. Supermarkets are the core of this supply chain model. It is of great significance to fully understand supermarkets' willingness to participate in the "farm-supermarket marketing" model. Based on the survey data of supermarkets in Shandong, Hunan, Gansu, and others and applying the factor analysis and the Ordered Probit model, this paper analyzed supermarkets' willingness to participate in the "farm-supermarket marketing" supply chain and explored the influencing factors as well. Results show that supermarkets' willingness to participate in the "farm-supermarket marketing" model is generally strong: 31.9％ of the surveyed supermarkets are very willing to participate, and 49.8％ of them are relatively willing to participate. In addition, the external pulling force, the joint force between farms and supermarkets, the internal management capacity and the key pressure of supermarkets have positive impacts on supermarkets' willingness to participate. However, the inertial thrust of supermarkets has little impacts. This research also finds that supermarkets' willingness to participate will be stronger when the "farm-supermarket marketing" model benefits are more obvious, the resources are more supportive, the constraints of reality are smaller, and the subjective norms are stronger. To further improve supermarkets' willingness to participate in the "farm-supermarket marketing" supply chain, this paper suggests to enhance the external pulling force, to improve the internal management capacity of supermarkets, to increase the joint force between farms and supermarkets, and to identify the target supermarkets precisely.%"农超对接"是推进农产品流通现代化的重要举措.超市作为"农超对接"供应链的核心,充分了解其参与意愿对"农超对接"的发展具有重要意义.基于计划行为理论,依据山东、湖南、甘肃等省超市的调查数据,运用因子分析和有序Probit模型,分析超市参与"农超对接"供应链的意愿,探讨其参与意愿的影响因素.结果表明,超市参与"农超对接"的意愿总体较强烈,31.9％的超市表示非常愿意参与"农超对接"供应链,49.8％的超市表示愿意参与"农超对接"供应链."农超对接"的外部拉力、"农"与"超"的中间合力、超市的内部能力及关键压力对超市参与"农超对接"供应链有显著正向影响,超市经营的惯性推力对其参与意愿影响不明显.研究表明,"农超对接"的利益点越明显,支持资源越多,现实约束越小,主观规范越强,则超市参与"农超对接"供应链的意愿越强烈.因此,应提升"农超对接"的外部拉力、增强超市内部经营能力、增加"农超对接"的中间合力、精准定位"农超对接"的目标超市群体,以进一步提高超市参与"农超对接"供应链的意愿.