关键词: 农产品营销,农户-龙头企业,心理契约

Abstract: It is not enough to pay attention only to the written contract signed by the leading enterprises and the farmers during the research of the marketing cooperative behavior of the leading enterprises and the farmers, the psychological contract contents existing in the minds of the representatives of the leading enterprises and the farmers should also be dug out. Therefore, by introducing the concept of the psychological contract into the relation research between the farmers and the leading enterprises, this paper conducts an analysis of the exploratory and confirmatory factors with the sample data of farmers in Jiangxi Province. The results confirm that the psychological contract between farmers and the leading enterprises consists of the two dimension structure: the “transactional psychological contract” and the “relational psychological contract”.

Key words: agricultural products marketing; farmers and leading enterprises; psychological contract