渠道跨组织人员间情感、信任与不恰当行为的关系——一个实验研究

Boundary Spanners'Interpersonal Emotion,Trust and Misbehavior in Marketing Channels:An Experimental Study

本文基于中国人际情感双层结构理论,将渠道跨组织人员间情感划分为真有之情和应有之情两个维度,通过设计2(真有之情高vs.真有之情低)x2(应有之情高vs.应有之情低)的情境模拟实验,探讨两维度情感的不同组合对渠道不恰当行为的影响差异及作用机制.研究表明:(1)在真有之情高的情境下,较之应有之情低的情境,应有之情高的情境对渠道不恰当行为的抑制作用更强;(2)在真有之情低的情境下,较之应有之情低的情境,应有之情高的情境对渠道不恰当行为的抑制作用更强;(3)在应有之情高的情境下,较之真有之情低的情境,真有之情高的情境更容易抑制渠道不恰当行为;(4)在应有之情低的情境下,较之真有之情低的情境,真有之情高的情境更容易抑制渠道不恰当行为;(5)相比较真有之情低应有之情高的情境,真有之情高应有之情低更容易抑制渠道不恰当行为的发生;(6)信任在情感与渠道不恰当行为之间的关系中具有中介作用.本文揭示了渠道跨组织人员间不同的情感组合对不恰当行为的影响差异及影响过程,既丰富了渠道不恰当行为前因研究,也为企业管理不恰当行为提供有益借鉴.

This study discusses channel misbehavior based on the perspective of Chinese interpersonal relationship,views the dimensions of channel boundary spanners'interpersonal emotion relationships(real emotion、assumed emotion),and discusses the impact of boundary spanners'interpersonal emotion relationships on misbehavior.This paper designs 2(real emotion:high vs.low)×2(assumed emotion:high vs.low)scenario simulation experiments,and emphasises discussing interaction effect of real emotion and assumed emotion on misbehavior.Results show that:(1)in the situation of high real emotion,high assumed emotion are more likely to reduce the misbehavior than the low assumed emotion;(2)in the situation of low real emotion,high assumed emotion are more likely to reduce the misbehavior than the low assumed emotion;(3)in the situation of high assumed emotion,high real emotion are more likely to reduce the misbehavior than the low real emotion;(4)in the situation of low assumed emotion,high real emotion are more likely to reduce the misbehavior than the low real emotion;(5)boundary spanners'interpersonal emotion has a negative influence on misbehavior through trust;(6)trust mediates the relationship between emotion and channel misbehavior.This study enriches the channel misbehavior for research,provides beneficial references for enterprise management misbehavior.