渠道关系中社会资本对战略绩效的作用路径研究

The Effects of Social Capital on the Strategic Performance in Marketing Channels

目前社会资本在促进渠道成员的合作中扮演了重要作用,但有关社会资本对企业绩效之间的作用机制还需要做进一步探究。针对这一现象,文章基于渠道关系视角,探讨了结构社会资本和关系社会资本对战略绩效的作用路径。基于393家中国计算机及其零件行业的企业数据,引入知识冗余和共同解决问题两个中间变量,建立了社会资本、共同解决问题、知识冗余和战略绩效间的关系模型,实证研究结果发现:结构社会资本和关系社会资本会通过促进知识冗余和共同解决问题进而提升战略绩效。研究结论拓展了渠道关系管理、社会资本领域的研究,并对企业实践具有指导意义。

At present,social capital plays an important role in promoting cooperation among channel members.However,the research on the effect of social capital on corporate performance in channel relationships has not yet reached a consensus.In order to fill the gap,based on the channel relationship perspective,it explores the role of two dimensions of social capital(i.e.structural social capital and relational social capital)on strategic performance.By introducing two mediating variables of knowledge redundancy and joint problem solving,it establishes the relationship model between social capital,mediating variables and strategic performance.Based on the data collected from distributors of Chinese computers and computer components firms,the empirical findings show that structural social capital and relational social capital enhance strategic performance by promoting knowledge redundancy and joint problem solving.The conclusions expand the research on channel relationship management and social capital,and provide helpful implications for managerial practice.