营销渠道中的企业声誉、合同治理与角色外利他行为

Corporate Reputation,Contractual Governance and Distributor's Extra-role Altruistic Behavior in Marketing Channels

以企业声誉理论、组织公民行为和渠道行为治理等理论为基础,分销商角色外利他行为为研究对象,提出了供应商企业声誉、合同治理与分销商角色外利他行为之间关系的概念模型。以分销商为调研样本,通过问卷调查获取了214份有效调研数据,采用层级回归分析方法对研究假设进行了检验。实证分析表明,供应商企业声誉的不同维度均对分销商角色外利他行为有显著的正向影响;同时合同治理在供应商企业声誉与分销商角色外利他行为关系中起着不同的调节作用。合同治理弱化了供应商分销能力声誉、创新声誉与分销商角色外利他行为的正向关系,强化了供应商公平交易声誉对分销商角色外利他行为的正向作用。研究启示供应商要积极运用声誉治理来激发分销商角色外利他行为,同时在此过程中要充分注意合同治理的边界条件,实施差异化策略来提高渠道治理绩效。

Based on the theories of corporate reputation,organizational citizenship behavior and channel behavior governance,this paper puts forward a conceptual model of the relationship among supplier's corporate reputation,contractual governance and distributor's extra-role altruistic behavior.Taking distributors as the sample,214 valid research data were obtained through questionnaire survey,and the research hypotheses were tested by hierarchical regression analysis.The empirical results show that the different dimensions of supplier's corporate reputation have significant positive impacts on the distributor's extra-role altruistic behaviors.At the same time,contractual governance plays a different regulatory role in the relationship between supplier's corporate reputation and distributor's extra-role altruistic behaviors.Contractual governance weakens the incentive effect of the distribution capability reputation and innovation ability on the distributor's extra-role altruistic behaviors,and strengthens the positive effect of fair-trade reputation on it.The results show that suppliers should utilize the reputation governance to stimulate the distributor's extra-role altruistic behaviors,and pay close attention actively to the boundary conditions of contractual governance in the process,and implement differentiation strategies to improve the channel governance performance.