分销商信任对供应商突变创新的影响——竞争强度的调节作用

The Effects of Distributor's Trust on Supplier's Radical Innovation——Competitive Intensity as a Moderator

基于社会信任理论,提出了分销商善意信任和能力信任、竞争强度和供应商突变创新的理论模型。基于225对来自供应商和分销商的双边数据对理论假设进行了实证检验。回归分析结果表明:善意信任对突变创新具有倒U型影响,能力信任对突变创新具有正向影响,善意信任和能力信任对突变创新具有互补作用;竞争强度减弱了分销商善意信任的倒U型影响,加强了分销商能力信任的正向影响。

Based on social trust theory, the conceptual model covering distributor＇s goodwill trust and competence trust, competitive intensity and supplier＇s radical innovation is developed in this paper. It examines the hypothesis using 225 bilat- eral data from supplier-distributor relationship. Regression results show that goodwill trust has an inverted U-shape effect and competence trust has a positive effect on supplier＇s radical innovation, and goodwill trust and competence trust comple- ment each other for leading to radical innovation. The inverted U-shape effect of goodwill trust is weaker and the positive effect of competence trust is stronger when competitive intensity is higher.