跨组织沟通对经销商与供应商长期合作导向的影响

How Does Interorganizational Communication Influence Distributor's Long-Term Cooperation Orientation to Supplier

本文以经销商与供应商的合作关系为研究对象,通过研究经销商与供应商之间的工具性沟通与社会性沟通如何影响经销商的长期合作导向,来探讨经销商对供应商的能力信任与善意信任在其中的作用。实证研究表明,工具性沟通与社会性沟通均会增强经销商的善意信任,而仅有工具性沟通会提高经销商能力信任;经销商的善意信任和能力信任都会促进其长期合作导向。

This paper takes distributor and supplier＇s cooperation relationship as research object, it empiri- cally tests that how does instrumental communication and social communication influence distributor＇s long--term cooperation orientation, and discusses the impact effect of distributor＇s competence trust and benevolence trust on them. The analysis results show that, both instrumental communication and social communication could strength distributor＇s benevolence trust, while distributor＇s competence trust merely improved by instrumental communication. Furthermore, both distributor＇s benevolence trust and compe- tence trust facilitate its long--term cooperation orientation.