破坏性行为对渠道合作和绩效的影响:治理机制的权变作用

The Effect of Destructive Behaviors on Channel Cooperation and Performance:The Contingent Role of Governance Mechanism

文章基于破坏性的视角,考察了渠道中不公平行为和投机行为对渠道成员合作和绩效的影响,以及合同和私人关系作为渠道中重要正式和非正式治理机制在这一影响过程中的调节作用。以制造商及其与经销商的关系为研究对象,获得211个生产制造商的样本,应用多元层次回归方法对研究假设进行检验。研究结果表明,不公平行为对合作有显著的负向影响,投机行为对渠道合作的影响不显著;原本投机行为与渠道合作之间的不显著关系在引入治理机制的调节效应后变得显著,合同的详细性会加剧不公平和投机行为对合作的影响,而私人关系则会有效降低不公平行为和投机行为对合作的影响,降低它们的破坏性。

Based on the perspective of destructive effect,the paper explores the effects of unfair behaviors and opportunisticbehaviors on channel members＇ cooperation and performance,as well as the moderating roles of contracts and personalguanxi in this process,which represent the important formal governance mechanism and the informal governance mechanismin channels respectively. Taking manufactures and their relationship with distributors as the research object and based on 211 samples collected from manufacturers,the study tests the research hypotheses by multiple regression analysis. The resultsshow that,unfair behaviors play a significant negative role in cooperation,and opportunistic behaviors have no significant ef-fect on cooperation;The original inapparent relationship between opportunistic behaviors and channel cooperation becomessignificant after introducing the moderating role of governance mechanism,contract explicitness often aggravates the effect ofunfair behaviors and opportunistic behaviors on channel cooperation,while personal guanxi can effectively reduce the effect ofunfair behaviors and opportunistic behaviors on channel cooperation as well as their destructive effect.