信任、承诺,关系行为与关系绩效:卖方视角  

Study on Trust,Commitment,Relational Behavior and Performance from the Seller's Perspective

作　　者：严兴全[1] 周庭锐[2] 李雁晨[3] 

机构地区：[1]西南交通大学经济管理学院 [2]中国人民大学商学院 [3]澳门科技大学行政与管理学院

出　　处：《管理学报》2010年第7期1032-1038,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70672022)

摘　　要：利用调查数据实证检验了B-B商业关系中的卖方对买方的信任和情感承诺对其行为的影响,以及这些行为对营销关系绩效带来的影响。实证结果表明,卖方的信任和承诺水平越高,则越具有合作性和灵活性,但承诺的作用大于信任;卖方对买方的情感承诺越高,则机会主义行为程度越低,而信任无助于降低机会主义行为;信任与承诺都不能解释卖方对不同顾客正式控制机制的差异;卖方在交换关系中表现出的合作性、灵活性都有利于提高营销关系的绩效。Based on survey data from seller firms,we investigate the effect of trust and commitment on sellers＇ relational behavior and its performance implications.Empirical results indicate that both trust and commitment positively influence seller cooperation and flexibility in business relationships,but the effect of commitment is larger than that of trust.The results also show that sellers＇ opportunistic behavior is less when their affective commitment is high.Another important finding is neither trust nor commitment predicts sellers＇ formal control mechanism usage.And last,we find out that sellers＇ cooperation and flexibility have significant positive influence on relational performance.

关 键 词：信任 承诺 关系行为 关系绩效 

分 类 号：C93[经济管理—管理学]