供应商专项投资对经销商长期导向的影响

Supplier's Transaction-Specific Investments and Distributor's Long-term Orientation

专项投资是渠道研究和实践中的重要内容。有关专项投资对渠道关系作用效果的研究存在不同的理论观点。基于供应商视角,通过将专项投资划分为有形和无形专项资产,探讨了专项投资对经销商长期导向的影响。研究结论显示:供应商无形专项资产的投入会增强经销商信任和依赖,供应商有形专项资产投入通过与无形专项资产的交互作用增强经销商信任和依赖;经销商信任和依赖都会提升其长期维持关系的意愿。本文研究结论从专项投资类型角度解释了以往研究结论不一致的原因,加深了对专项投资作用的认识。同时,揭示了信任和依赖对长期导向的单独和调节作用,扩充了有关渠道关系长期导向的研究。在实践上,对于企业如何在关系中投入和保护专项投资具有重要的指导意义。

Transaction-specific investments are key issues in marketing channel research and managerial practice.There are inconsistent results on the effects of transaction-specific investments on marketing channel.Based on supplier's perspective,the paper explores its transaction-specific investments on distributor's long-term orientation.The results indicate:supplier's intangible transaction-specific assets increase distributor's trust and dependence,while supplier's tangible transaction-specific assets don't have significant effects on distributor's trust and dependence.The interactive effects of supplier's intangible and tangible transaction-specific assets have significant effects on distributor's trust and dependence.Distributor's trust and dependence have significant independence and interactive effects on its long-term orientation.The results explain the previous inconsistent findings from the types of transaction-specific investments and enlarge the research field on transaction-specific investments,as well as shed new lights on the research field on channel longterm orientation.The results provide useful guidelines for firms to manage transaction-specific investments.