组织间多市场接触的阴暗面——多市场接触、竞争压力感知与企业集体败德行为研究

A"Dark Side"of Interfirm Multimarket Contacts:Multimarket Contact,Competitive Pressure Perception,and Corporate Collective Moral Behavior

通过探讨多市场接触、竞争压力感知与企业集体败德行为之间的关系及制度环境的调节作用,将多市场接触的研究视角扩展到了竞争主体第三方(如消费者和客户),揭露了多市场竞争中的"阴暗面"。研究结果表明:多市场接触正向影响企业的竞争压力感知,竞争压力感知在多市场接触与企业集体败德行为之间起着中介作用,说明企业会通过从事集体败德行为来缓解多市场接触所带来的竞争压力;同时,制度环境削弱了竞争压力感知与集体败德行为之间的正向关系,表明完善的制度环境对企业从事集体败德行为的倾向具有约束作用。研究结果不仅丰富了多市场接触领域的相关理论研究,而且为政府部门对企业从事违法违规行为的监管提供了实证借鉴和理论支持,也为企业决策者在多市场接触环境下的战略选择提供了参考。

This paper discusses the relationship among multimarket contact, perception of competitive pressure, corporate collective moral behavior, and the regulatory role of institutional environment. It extends the research perspective of multimarket contact to the third party of competitors(such as consumers), and reveals the “dark side” in multimarket competition. The results show that multimarket contact has a positive impact on the perception of competitive pressure, and the perception of competitive pressure plays a complete mediating role between multimarket contact and corporate collective moral behavior, which indicates that enterprises will alleviate the competitive pressure caused by multimarket contact by engaging in collective moral behavior. At the same time, the institutional environment weakens the positive relationship between the perception of competitive pressure and collective moral behavior, which shows that the perfect institutional environment has a restraining effect on the tendency of enterprises to engage in collective moral behavior. The results not only enrich the relevant theoretical research in the field of multimarket contact, but also provide empirical and theoretical support for government departments to supervise the illegal activities of enterprises, and offer some implications for the strategic choice of enterprise decision makers in the multimarket contact environment.