中文摘要：

从中国本土文化视角出发，以契约型农产品渠道为背景，实证检验了在契约型农产品渠道关系中，农户与企业渠道管理人员间的人情、面子和感情对农户投机行为的影响，以及市场不确定性的调节作用。研究发现，人情、面子和感情都会抑制农户的投机行为，但感情会完全中介人情和面子对农户投机行为的影响；市场不确定性会强化感情对农户投机行为的抑制作用。最后，建立了一个私人关系中感情作用的分析框架。

英文摘要：

From the perspective of Chinese indigenous culture, this study empirically tests the effect of three dimensions of guanxi, i. e., renqing, mianzi and ganqing on opportunistic behaviors, as well as the moderating role of marketing uncertainty in the contractual channel of agricultural products. Research findings show that, renqing, mianzi and ganqing between farmers and the buyer firm negatively and significantly influence farmers＂ opportunistic behaviors, moreover, ganqing fully mediates the influence of renqing and mianzi on farmers＂ opportunistic behaviors; and marketing uncertainty positively moderates the relationship between ganqing and farmers＂ opportunistic behaviors. Based on the findings, the study proposes a conceptual framework of the role of ganqing in channel relationships.