信任对分销商知识转移的影响——基于中国家电行业的实证研究

The Effect of Trust on Distributor's Knowledge Transfer——an empirical research based on household appliance industries in china

本文研究了制造商态度性承诺、分销商信任与其知识转移间的关系。研究结果表明:(1)分销商的友好信任会直接促进其向制造商的知识转移,而能力信任则会加强友好信任对知识转移的正向关系。(2)制造商的忠诚性承诺会提高分销商的友好信任和能力信任,从而间接促进知识转移;制造商的算计性承诺则会降低分销商的友好信任和能力信任,并对知识转移产生间接的负面影响。本研究揭示了制造商如何通过对关系的态度性承诺来影响分销商的信任,进而影响其从分销商处获取市场知识的机理,为促进制造商更多地从分销商处获取有价值的市场知识提供了有益的理论指导。

This paper examines the relationship among manufacturer＇s attitudinal commitment,distributor＇s trust and knowledge transfer.The results show that （1） Distributor＇s goodwill trust directly promotes knowledge transfer,while distributor＇s competence trust can reinforce the positive relationship between the goodwill trust and knowledge transfer.（2） Manufacturer＇s loyalty commitment can improve distributor＇s knowledge transfer through increasing its goodwill trust and competence trust.But manufacturer＇s calculative commitment would have indirect negative effects on knowledge transfer through reducing both distributor＇s goodwill trust and competence trust.This study indicates how the manufacturers take advantage of its attitudinal commitment to acquire market knowledge through influencing distributors＇trust,and then provides some theoretical guidelines for manufacturers＇acquiring valuable knowledge from distributors.