供应商非最优信任对经济满意的负面影响:信息交换为中介

The Negative Effects of Supplier's Sub-optimal Trust on Performance:Information Exchange as a Mediator

营销领域大量的研究关注了企业间信任对企业绩效的积极作用。然而,以往的研究忽略了非最优信任对于渠道关系和企业绩效可能产生的负面影响。基于交易成本理论和关系交换理论,提出了供应商非最优信任水平——信任不足和信任过度——对渠道成员的信息交换和供应商经济满意的理论框架。利用中国家电市场的238份供应商调查数据,通过回归分析的方法对理论假设进行了实证检验。研究结果表明,供应商信任不足和信任过度对渠道成员间的信息交换和供应商的经济满意具有负向影响;同时渠道成员间信息交换对供应商信任不足和信任过度与其经济满意之间的关系具有中介作用。研究证明了企业间最优信任水平的重要性,揭示了非最优信任对于企业绩效的影响机理和影响路径,为企业决策和管理企业间信任提供了理论指导和管理启示。

In marketing channel researches,more attention is paid to the positive effect of inter-firm trust on performance. However,few studies explore the potential negative effects of sub-optimal trust on channel member＇s action and channel relationship performance.Based on transaction economic theory and relational exchange theory,this study develops a conceptual model covering sub-optimal trust（ excessive trust and insufficient trust）,information exchange between channel members and supplier＇s economic satisfaction. Using regression analysis approach based on 238 sample data from household machine manufactures in China,we examine our hypothesis. The empirical results reveal that supplier＇s excessive trust and insufficient trust both have negative effect on the information exchange between channel members and supplier＇s economic satisfaction; in addition information exchange between members is a mediator. Our research indicates the importance of optimal trust in channel relationship,and reveals the internal mechanism and path of relationship between sub-optimal trust with channel performance,which also has important guiding significance for inter-firm trust building and channel relationship management.