经销商权力使用对供应商信任的影响

Distributor's Use of Power and Supplier's Trust

权力是企业协调渠道成员行为的重要手段。以往研究对权力使用在渠道关系中的作用尚未取得一致意见。本文探讨了经销商信息、专家、参照、法定、奖励以及惩罚权力使用对供应商信任的影响,以及供应商信任对经销商绩效的影响。实证研究结果显示,经销商信息、奖励权力使用有助于提升供应商信任;专家、参照和法定权力使用对供应商信任没有显著影响;惩罚权力使用会降低供应商信任;供应商信任对经销商绩效有促进作用。本文研究结论在一定程度上揭示了以往研究结论不一致的原因,对于发展渠道权力理论及指导企业渠道关系管理实践具有重要的现实意义。

Power is one of the key approaches to coordinate channel member behaviors. Previous studies have not consistent conclusions on the role of use of power in channel relationships. It explores the impacts of distributor＇s use of different types of power, including information, expert, referent, legitimate, reward and punishment power, on supplier＇s trust. It also explores the effects of supplier＇s trust on distributor＇s performance. The results show that distributor＇s use of information and reward power have positive effects on supplier＇s trust; distributor＇s use of expert, referent and legitimate power have no significant effects and distributor＇s use of punishment power has negative effects. Supplier＇s trust improves distributor＇s performance. The findings have explained the reason of inconsistent results in previous researches to some extent, as well as indicate new theoretical and managerial implications for marketing channel management.