内外部环境动态性权变影响的组织间信任对渠道关系冲突管理效果的研究

On Effect of Inter-organizational Trust Influenced by Dynamic Contingency of Internal and External Environment on Channel Relationship Conflict Management

渠道关系冲突是影响渠道合作的关键因素,而组织间信任能够有效管理渠道关系冲突。但以往研究忽略了对于在内外部环境动态性下,组织间信任对渠道关系冲突的作用效果差异性的关注。本文在分析市场动态性和关系动态性对组织间信任与渠道关系冲突的影响机理和作用效果的基础上,提出了对应的研究假设,基于162个来自供应商样本的分层回归分析结果表明,市场动态性同时强化了组织间信任对破坏性冲突和建设性冲突的影响作用,而内部关系动态性则同时减弱了组织间信任对破坏性冲突和建设性冲突的影响作用。上述结论揭示了在内外部动态性下,组织间信任对渠道关系冲突影响作用的复杂性和权变性,为营销渠道关系冲突管理提供了理论指导和实践建议。

Channel conflict is vital for channel cooperation,and inter-organizational trust can reduce channel relationship conflict. However,previous studies fail to test the changing effects of inter-organizational trust on relationship conflict in marketing channel in the presence of relationship dynamism and market turbulence. By analyzing the functions and effects of market dynamics and relationship dynamics on inter-organizational trust on relationship conflict,the paper proposes corresponding hypothesis. Regression analysis results from 162 samples manufacture show,market turbulence strengthens the effects of inter-organizational trust on destructive and constructive conflict,while relationship instability weakens the influence of inter-organizational trust on the two types of relationship conflict. This research reveals the complexity and contingency of inter-organizational trust for managing relationship conflict under internal dynamism and external turbulence environment,which also has significant theoretical implication and practical suggestion for relationship conflict management in marketing channel.