渠道冲突、协商策略与企业关系质量——契约明确性的调节作用

Channel Conflict,Negotiation Strategy and Relationship Quality of Enterprises

本文在交易成本理论和渠道冲突理论的基础上,构建渠道冲突、协商策略对关系质量影响的概念模型,并以契约明确性作为调节变量,拟探究渠道冲突对关系质量影响的作用路径及解释机制。研究结果表明,渠道冲突会影响冲突渠道成员所采取的协商策略,其中,认知冲突与合作性协商有显著的正向关系,情感冲突对竞争性协商有着显著的正向影响;渠道冲突与所采取的协商策略均对成员间的关系质量产生影响,且合作性协商比认知冲突对关系质量的影响更大,而情感冲突并不对关系质量有直接的负向影响;最后,契约明确性对认知冲突与协商策略有显著调节作用,而对情感冲突下的协商策略选择并无显著调节作用。

Based on the transaction cost theory and conflict theory, this article develops a conceptual model, which involves channel conflict, negotiation, relationship quality and contract specificity, to explore the path and interpretation mechanism relationship between channel conflict and quality relationship quality. Research results show that channel conflict can affect the negotiation strategy taken by the conflict parties, in which cognitive conflict has a significant positive relationship with cooperative negotiation and affective conflict has a significant positive impact on competitive negotiation strategy;channel conflict and negotiation strategy adopted by the members both affect the relationship quality, and cooperative negotiation has a greater effect on relationship quality than cognitive conflict, while affective conflict does not have a direct negative impact on relationship quality;Finally, contract specificity has significant moderating effects on the relationship between cognitive conflict and negotiation strategies, but has no significant effect on relationship between emotional conflict negotiation strategies.