CAJ | 학술논문

利用湖北省413户农户调查数据实证分析了心理契约对农户交易模式选择的影响，研究发现，农户感知的心理契约显著影响农户交易模式的选择。其中，交易型心理契约对农户交易模式选择的影响程度要大于关系型心理契约，农户一旦感觉到龙头企业不关心其利益，农户选择合同式交易模式的“愿望”会强于合作式，由心理契约的破坏或心理契约违背而引起的交易关系会更加“冷淡”，此时，再建立农户与龙头企业间以长期合作为基础的交易关系就会愈发困难。为此，建议完善农户和核心企业间的利益分配模式，建立有效的信息共享机制，推动龙头企业与农户构建一体化的合作关系，这将有助于龙头企业与农户心理契约的建立和更好地开展营销合作。
이용호북성413호농호조사수거실증분석료심리계약대농호교역모식선택적영향，연구발현，농호감지적심리계약현저영향농호교역모식적선택。기중，교역형심리계약대농호교역모식선택적영향정도요대우관계형심리계약，농호일단감각도룡두기업불관심기이익，농호선택합동식교역모식적“원망”회강우합작식，유심리계약적파배혹심리계약위배이인기적교역관계회경가“랭담”，차시，재건립농호여룡두기업간이장기합작위기출적교역관계취회유발곤난。위차，건의완선농호화핵심기업간적이익분배모식，건립유효적신식공향궤제，추동룡두기업여농호구건일체화적합작관계，저장유조우룡두기업여농호심리계약적건립화경호지개전영소합작。
This paper empirically analyzes the influence of psychological contract on farmers＇ selection of transaction mode based on a survey data of 413 households in Huhei Province. The study shows that psychological contract perceived by farmers significantly affects farmers＇ transaction mode selection, in which the influence degree is stronger in transactional psychological contract than relational psychological contract. In case farmers feel their interests less concerned by leading enterprises, farmers would prefer contractual transaction mode to cooperative mode. The business relationship caused by the ruin or violation of psy- chological contract would get colder. By then, it would be increasingly difficult to establish a long-term cooperative relationship between farmers and leading enterprises. Therefore, it is important to improve the interest distribution pattern between farmers and core enterprises, establish effective information-sharing mechanism, and promote the leading enterprises and the farmers to build the integrated cooperative relationship, all of which will help to establish a psychological contract between leading enterpri- ses and farmers and carry out the marketing cooperation in a better way.