合同治理、信任与经销商角色外利他行为:渠道关系柔性与团结性规范的调节作用被引量：16

Contract Governance,Trust and the Dealer's Extra-role Altruism Behavior:The Moderating Effects of Flexibility Norm and Solidarity Norm in Channel Relationships

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摘要根据复合治理理论,文章分别探讨关系型治理中的柔性规范和团结性规范作为调节因素在合同治理和信任对企业角色外利他行为影响中的调节作用以及角色外利他行为对企业自身绩效的影响。文章通过调查获得了158份来自经销商的有效问卷,应用SPSS17.0和AMOS18.0对数据进行分析并对假设进行了检验。结果表明:合同治理促进经销商角色外利他行为,柔性规范对其有正向调节作用;信任对经销商角色外利他行为有正向影响,团结性规范对其有正向调节作用;经销商的角色外利他行为对企业自身的绩效有显著促进作用。文章最后为企业的渠道管理提出了相关建议,并指出未来可能的研究方向。 Based on the theory of plural governance,the paper explores the moderating effects of flexibility and solidarity norms on the influence of formal contract governance as well as trust on the dealer＇s extra-role altruism behavior,respectively. It also explores the effect of a dealer＇s extra-role altruism behavior on its performance. We obtain 158 useful responses from a sample of dealers through a survey and test the hypothesis with SPSS17. 0 and AMOS18. 0. The results show that： contract governance has a positive effect on the dealer＇s extra-role altruism behavior,which is positively moderated by the flexibility norm; trust has a positive effect on the dealer＇s extra-role altruism behavior,which is positively moderated by the solidarity norm; the dealer＇s extra-role altruism behavior enhances its own performance. Finally,this paper provides some suggestions for channel management and some possible future research.

作者张闯周晶杜楠

机构地区东北财经大学工商管理学院中国大连高级经理学院

出处《商业经济与管理》 CSSCI 北大核心 2016年第7期55-63,共9页 Journal of Business Economics

基金国家自然科学基金项目"企业及其边界人员角色导向对营销渠道治理机制及其结果的影响:基于角色理论的多层面研究"(71202038) 教育部新世纪优秀人才计划项目"组织间关系与跨组织人际关系交互作用对中国企业渠道治理机制的影响:本土文化视角"(NCET-13-0708)

关键词组织间角色外利他行为合同治理信任柔性规范团结性规范 extra-rolealtruism behavior contract governance trust flexibility norm solidarity norm

分类号 F713.50 [经济管理—市场营销]

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参考文献31

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