强势企业认知合法性调节下契约治理对渠道稳定的影响

The Influences of Contract Governance on Channel Relationship Stability Based on the Moderating Role of Cognitive Legitimacy

在不对称依赖结构的渠道关系情境下,深入考察契约治理对渠道关系稳定的影响及作用机制,并从利益相关者的角度检验了被依赖渠道企业认知合法性与契约治理的交互作用。对178家西南地区企业的调研数据进行实证分析,研究结果表明:在不对称依赖的渠道关系中,契约明确性正向影响渠道关系稳定;算计和关系信任均对渠道关系稳定有显著的正向影响,且算计信任在契约明确性与渠道关系稳定之间起到中介作用;此外,被依赖企业的认知合法性对契约明确性与算计信任和关系信任之间起正向调节作用,并进一步调节了算计信任的中介作用。

Under asymmetric structure of channel relationship,this paper analyzes the influence of contract governance on the stability of channel relationship and its mechanism,and further reveals the different impact of cognitive legitimacy from the perspective of stakeholders. Based on the empirical analysis of 178 enterprises in southwest China,results show that contract specificity positively affects channel stability. Calculative trust intermediates the relationship between contract specificity and channel stability. It also indicates that,cognitive legitimacy of dependent enterprises plays a moderating role on the relationships between contract specificity and calculative and relational trust.