制度距离、渠道治理与分销商机会主义行为研究

Research on the Institutional Distance,Channel Management Strategies and Opportunistic Behavior of Distributors

当企业进军国际市场时,制度距离将带来合法性压力与市场不确定性,并且极易诱发分销商的机会主义行为,国家与国家之间的巨大差异成为阻碍企业获得良好出口绩效的重要原因。因此,研究在国际营销渠道中企业如何规避制度距离的不良影响,并减少分销商机会主义行为具有一定的意义。本文以渠道治理策略为切入点,以有出口经营实践并且拥有海外分销商的147家中国企业为研究对象,采用多元层次回归分析法探索了制度距离对渠道治理策略的影响、社会资本的调节作用以及渠道治理策略对分销商机会主义行为的影响。结果发现:(1)制度距离正向影响定制契约和关系规范;(2)社会资本对制度距离与定制契约的关系有负向调节作用,但社会资本对制度距离与关系规范的关系不存在调节作用;(3)定制契约和关系规范均能负向影响分销商的机会主义行为,并且二者负向交互影响分销商机会主义行为。

When enterprises enter the international market, institutional distance can initiate legal pressure and trigger market uncertainty, and can easily induce the distributors ’opportunistic behavior. The great difference between the home country and the host country has become the important reason for hindering the good export performance of enterprises.Consequently,it is significant to explore how to avoid the adverse effect of the institutional distance and decreasing distributors ’ opportunistic behavior in international marketing. This research takes the channel management strategy as the starting point and has 147 Chinese companies which have export activities and overseas distributors as its research objects. Multicriteria hierarchical regression analysis is applied to explore the effect of the institutional distance on channel management strategies, social capital ’ s moderating rule of this effect, and the influence of channel management strategies on distributors ’ opportunistic behavior.Fundamentally,it is found that(1) the institutional distancehas positive impact on contract customization and relational normalization;(2) social capital has a negative moderating effect on the relationship between institutional distance and contract customization, whereas it does not affect the relationship between institutional distance and relational normalization;(3) contract customization and relational normalization can both diminish distributors’ opportunistic behavior.