跨文化营销渠道中文化差异对企业间信任与承诺意愿的影响

Impact of Cultural Distance on the Inter-corporate Trust and Commitment in International Marketing Channels

本文以营销渠道行为理论和跨文化研究的相关理论为基础,以中国的制造企业与其境外经销商之间的关系为研究对象,从中国制造企业一边收集数据,检验了文化差异对渠道成员之间信任与承诺意愿的影响作用。研究发现:第一,在对外直接出口时,随着境外经销商所在国或地区与中国文化差异的增大,中国企业对它们的信任水平会提高,但是承诺意愿却不一定会提高;第二,中国企业越信任境外经销商,对它们的承诺意愿就越高;第三,随着对于境外经销商满意度的提高,中国企业对它们的信任水平和承诺意愿都会提高。论文最后对研究结果进行了讨论,并指出了其理论贡献和实际应用。

Based on the theories of marketing channel behaviors and cross-cultural management, this paper tests the impact of cultural distance on the trust and commitment of Chinese exporters upon their foreign distributors by collecting data from the side of the exporters. It is found that, first, in a direct foreign export, the more culturally distant China is from the country or region where the foreign distributor is located, the more trusts Chinese exporters would put on their distributors, but that does not necessarily lead to higher commitment; second, the more a Chinese exporter trusts its foreign distributor, the more willing it is to commit to the distributor; and third, higher level of a Chinese exporter＇s satisfaction with its foreign distributor corresponds to higher level of the exporter＇s trust and commitment to the distributor. Finally it discusses the aforesaid findings by interpreting the test results, theoretical contribution and practical implications.