营销渠道中公平、信任、承诺之间的关系——基于供零关系的实证研究

Relationships among Justice, Trust and Commitment in Marketing Channel——Based on Supplier-mass Retailer Relationships

在大型零售商日益强势的背景下,渠道公平性对渠道关系的影响十分关键。本文从供应商的角度出发,就供应商感知的大型零售商渠道公平性对供应商信任与承诺关系的影响进行了实证研究。结果发现,渠道成员感知的渠道公平性是一个多维概念,由与决策结果有关的分配公平性、与决策程序有关的程序公平性以及与程序制定与结果传送时人际间行为有关的互动公平性构成,三维度的渠道公平性结构比两维度(分配公平性及程序公平性)的渠道公平性结构具有更强的解释力。在渠道公平性对渠道关系的影响方面,研究表明,分配公平性对供应商承诺有显著的正向影响,程序公平性对组织间信任有显著的正向影响,互动公平性则对人际信任有显著的正向影响。此外,研究还发现,组织间信任和人际信任对供应商承诺有显著正向影响。这些研究结论具有重要的理论意义和管理意涵。

As the power of mass retailer is stronger, channel justice is very crucial in marketing channel relationships. The focal purpose of this study is to understand the role of channel justice in developing channel trust and commitment between relatively smaller suppliers and larger retailers. The author found strong evidences that channel justice is a multidimensional construct involving distributive justice, procedural justice and interactive justice. Distributive justice is whether a party perceives that the distribution of outcomes is fair between the partners. Procedural justice is related to whether the processes of the powerful party vis-a＇-vis the vulnerable partners is fair. Interactive justice suggests that interpersonal treatment influences perceptions of justice and draws attention to issues of respect and courtesy. Distributive justice has positive influence on commitment. Procedural justice has positive influence on Inter-organizational trust. Interactive justice has positive influence on interpersonal trust. Organizational trust and personal trust have positive influence on commitment. Research findings and managerial Implications are presented.