本文將社會網絡理論引入中國大陸農產品行銷通路的研究，並在契約型農產品通路背景下觀察農戶人際關係的網絡密度和農戶的網絡中心性對農產品收購企業通路權力應用、衝突與滿意的影響。研究發現，網絡密度對企業強制性權力應用有顯著負向影響，對企業應用非強制性權力和滿意有顯著正向影響；網絡中心性對滿意有顯著負向影響。本文最後討論研究發現的管理啟示，並提出未來研究的方向。

The authors introduce network density and network centrality from the social network theory to the channel power research, and test the impact of these two constructs on the company’s use of power, channel conflict and channel satisfaction in the contractual channel of agricultural products. The empirical research shows that network density of the farmers’ personal relationship network negatively influence the use of coercive power and positively influence the use of noncoercive power and farmers’ satisfaction; the network centrality of the farmer has negative impact on the satisfaction. The authors discuss the theoretical contribution and managerial implication of these findings, and suggest the future research directions.