渠道控制机制如何抑制关系退出倾向——兼论竞争强度的调节作用  

How Do Channel Control Mechanisms Restrict Relationship Dissolution Intentions ? The Moderating Role of Competitive Intensity

作　　者：钱丽萍[1] 罗小康[1] 杨翩翩[1] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400030

出　　处：《外国经济与管理》2015年第6期83-96,共14页Foreign Economics & Management

基　　金：国家自然科学基金青年项目(71102064);国家自然科学基金青年项目(71302086);中央高校基本科研业务费科研专项(CQDXWL-2013-085)

摘　　要：已有对渠道关系的研究大多聚焦于如何建立、发展及维持现有的合作关系,而较少考虑企业如何运用控制机制抑制渠道成员的关系退出倾向。本文考察了合同与关系规范对关系退出倾向的直接及交互作用,并进一步探讨了竞争强度对这两种控制机制与关系退出倾向间关系的调节作用。实证研究表明:合同的包容性对渠道成员的关系退出倾向具有正向影响,合同的约束力对渠道成员的关系退出倾向无直接影响,而关系规范对渠道成员的关系退出倾向具有负向影响。同时,关系规范不会弱化合同的包容性对渠道成员关系退出倾向的正向影响,但会强化合同的约束力对渠道成员关系退出倾向的负向影响;竞争强度会强化合同的包容性和约束力对渠道成员关系退出倾向的影响,但对关系规范与渠道成员关系退出倾向间的关系并无显著的调节作用。本文的研究结论丰富了现有的有关渠道中关系退出和控制机制的研究,为渠道成员了解合作关系为何走向结束以及如何采取有效的控制机制来进行规避提供了指导。The existing research focuses on how to construct, develop and maintain cur- rent cooperation relationship and has paid little attention to the link between control mecha- nisms and relationship dissolution intentions. This paper studies the direct and interaction effects of contracts and relational norms on relationship dissolution intentions, and further discusses the moderating role of competitive intensity in the relationship between control mechanisms and relationship dissolution intentions. The empirical research shows that con- tractual inclusiveness has the positive effect on relationship dissolution intentions of channel members,while contractual obligatoriness has no direct effect on relationship dissolution in- tentions of channel members; relational norms have the negative effect on relationship disso- lution intentions of channel members. Meanwhile,relational norms do not weaken the posi- tive effect of contractual inclusiveness on relationship dissolution intentions of channel mem- bers,but can strengthen the negative effect of contractual obligatoriness on relationship dis- solution intentions of channel members~ competitive intensity can strengthen the effects of contractual inclusiveness and obligatoriness on relationship dissolution intentions of channel members, but plays no significant moderating role in the relationship between relational norms and relationship dissolution intentions of channel members. The conclusions enrich current research of relationship dissolution and control mechanisms, and provide guidance for the understanding of the reason for the end of cooperation and how to take effective control mechanisms to avoid the end of cooperation.

关 键 词：合同包容性 合同约束力 关系规范 竞争强度 关系退出倾向 

分 类 号：F713.50[经济管理—市场营销]