摘要
渠道投机行为及其治理是营销实证研究的热门课题之一。遗憾的是,传统对于渠道投机治理的研究都是以西方发达国家作为背景,我们必须结合中国的渠道实践进行投机治理理论的分析。本文融合交易成本理论、关系契约理论和投机专论,分析并检验中国法律环境适宜程度、渠道投机行为及我国渠道关系现状之间的关系。结果发现:(1)正式契约、信任对于投机的治理成效显著;(2)法律环境的适宜程度对于渠道投机的治理具有显著的影响。对于相对固定的正式契约,法律环境越不规范,其作用越不明显;而信任机制在法律环境越不规范时,作用反而越明显;(3)与已往结论不同的是,复合机制对于渠道投机的治理作用不明显。
Channel opportunism and its governance are one of the hot topics of marketing empirical studying. However, almost all the relevant researches are based on the cases in Western developed countries. Therefore we decide to do a channel opportunism research under current circumstance of China channel practice. This paper analyses the relationships among China legal environment, channel opportunism behavior and China channel practice based on transaction cost theory, relation contract theory and opportunism theory. The main findings are: firstly, formal contract and trust can effectively govern channel opportunism. Secondly, legal environment greatly affects the governance of channel opportunism. When legal environment hostility is high, the effectiveness of formal contract will decrease while the effectiveness of trust mechanism will increase. Thirdly, plural mechanism has little impact on channel opportunism, which turns out to be opposing to current research results.
出处
《管理评论》
2007年第12期32-40,共9页
Management Review
基金
国家自然科学基金项目资助(70472029)
教育部高等学校博士点专项科研基金项目资助(20050248038)。
