网络结构嵌入、关系型渠道治理与渠道关系质量  

Structural Embeddedness,Relational Governance,and Interfirm Relationship Quality in the Network of Marketing Channels

作　　者：丰超 庄贵军[1] 张闯[2] 李汝琦 FENG Chao;ZHUANG Guijun;ZHANG Chuang;LI Ruqi(Xi＇an Jiaotong University,Xi＇an,China;Dongbei University of Finance and Economics,Dalian,Liaoning,China)

机构地区：[1]西安交通大学管理学院 [2]东北财经大学工商管理学院

出　　处：《管理学报》2018年第10期980-987,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助重点项目(71132005);国家自然科学基金资助面上项目(70972102;71772031)

摘　　要：基于社会网络理论,探讨分销商网络结构嵌入的特点对制造商关系型渠道治理以及双方渠道关系质量的影响。通过对国内制造商企业进行调研并获得288份有效问卷,运用层级回归分析的方法进行假设检验。研究发现,分销商的网络中心性和网络密度对制造商采用两种关系型渠道治理行为均有正向且显著的影响,而后者则正向且显著地影响制造商感知的渠道关系质量。此外,通过事后检验,还发现分销商的网络中心性和网络密度对制造商感知的渠道关系质量既有直接影响,也部分地通过关系型渠道治理有间接影响。Based on social network theory, this study investigates the impact of network structural embeddedness on interfirm relational governance. The research hypotheses are tested with multiple regression analysis method based on 288 survey samples from manufacturers. The results show that the network intensity of grouped distributors and the centrality of a distributor in the network respectively have positive effects on a manufacturer＇s adoption of two relational governance behaviors, i. e. , joint planning and joint problem solving, which in turn significantly affect the manufacturer＇s perceived relationship quality. In addition, by conducting an expost analysis, we also find that the net- work intensity Of grouped distributors and the centrality of the distributor in the network may have both a direct and indirect, through the relational governance, effect on the manufacturer＇s perceived relationship quality.

关 键 词：网络结构嵌入 网络密度 网络中心性 关系型渠道治理 渠道关系质量 

分 类 号：C93[经济管理—管理学]