组织关系和人际关系对渠道合作行为的影响:基于耦合理论的实证研究

Impacts of Inter-organizational Relationship and Inter-personal Guanxi on Channel Cooperation Behavior:Empirical Analysis on the Coupling Theory

基于耦合理论,将营销渠道中的组织关系和人际关系区分成四种耦合情形。在此基础上,利用问卷调查收集的211份数据,实证检验在不同的组织关系和人际关系组合形态下,渠道合作行为(信息分享、非强制性权力使用、强制性权力使用、投机行为)存在何种差异化表现。结果发现:当渠道成员的组织关系和人际关系都好时,信息分享程度最高,非强制性权力使用最多,投机行为最少;当渠道成员的组织关系和人际关系都差时,信息分享程度最低,强制性权力使用和非强制性权力使用均最少,投机行为最多。

Based on the coupling theory,inter-organizational relationship(IOR)and inter-personal guanxi(IPG)of boundary spanners in marketing channels are divided into four combinations.On this basis,211 valid data collected by questionnaire are used to empirically test the influence of different combinations of IOR and IPG on channel cooperation behaviors(information sharing,exercises of coercive power,exercises of non-coercive power,and opportunistic behavior).Results show that when IOR and IPG are good,the degree of mutual information sharing is the highest,the exercises of non-coercive power is the most,and opportunistic behavior is the least.When IOR and IPG are poor,the degree of mutual information sharing is the lowest,the exercises of coercive power and exercises of non-coercive power are the least,and opportunistic behavior is the most.