私人关系对投机行为的抑制作用何时更有效？——传统文化与市场经济双重伦理格局视角的研究  

When the Deterrence Effects of Guanxi on Opportunism can be Reinforced? A Combined Perspective of Traditional Ethics and Market Ethics

作　　者：夏春玉[1] 张志坤 张闯[1] Xia Chunyu;Zhang Zhikun;Zhang Chuang

机构地区：[1]东北财经大学工商管理学院

出　　处：《管理世界》2020年第1期130-145,共16页Journal of Management World

基　　金：国家社会科学基金重大项目“新时代流通服务业高质量发展的路径选择与政策体系构建”（18ZDA058）;国家自然科学基金面上项目“三元渠道网络中的投机行为：企业反应策略与治理机制研究”（71772031）的资助

摘　　要：现有研究发现边界人员私人关系能够抑制渠道投机行为,但对于如何增强以上治理效果的研究仍十分有限,尤其缺乏本土语境下的研究。本研究遵从双重伦理格局,即传统文化伦理和市场经济伦理的引导,依据制度理论和渠道治理理论,分别在企业外部制度环境和企业内部管理要素层面,探索私人关系抑制投机行为的有利情境。通过收集双边匹配一手调查数据以及二手数据对研究假设进行实证检验,研究发现,在受儒家思想影响较深、市场化水平较高的地区以及在企业领导对边界人员支持力度较大的企业中,私人关系抑制投机行为的效果会增强。随着市场化水平的提高,儒家思想影响增强私人关系对投机行为抑制作用的效果愈发明显。本研究为双重伦理格局对私人关系抑制投机行为效果的影响提供了经验证据,回应了与私人关系治理机制相关的学术争论,有助于丰富本土语境下的渠道治理机制研究。One of the main concerns in marketing channel management is how to suppress opportunism. Priorliterature has devoted much attention to governance mechanisms of restraining opportunism. Among them, Guanxi, whichis defined as a network of interpersonal ties to secure favors, acts as an effective marketing channel governancemechanism. Guanxi facilitates communications, reduce conflicts and nurture trust and commitment between exchangeparties. With the above functions, its role in deterring opportunism is widely recognized in marketing channel managementresearch. However, it is still under-researched that how to strengthen this opportunism-constraining effect. Obviously,exploring when this governance effect can be reinforced can not only enrich the extant marketing channel managementliterature, but also provide important management practice enlightenment for firms to suppress partner opportunism inChina. China’s institutional environments are undergoing a profound transformation since the reform and opening-up.Institutional theory notes that firms’ strategies and operations are shaped by institutional environments. When institutionalenvironments change, firms adjust their exchange behaviors to obtain legitimacy. This definitely increases the difficultyto predict and manage exchange partners’ activities and thus makes firms face more severe challenges to inhibit op-portunism. Guanxi is an important governance mechanism, and how its governance effects are affected by institutionaltransformation has received substantial research attention. As the institutional transformation makes China embed in adual ethical pattern, we can draw wisdom from the dual ethical pattern to address this ongoing debate. On one hand,traditional ethics, still play an important role in people’s life. On the other hand, during the way of market-orientedeconomic transition, people are also influenced by market ethics, which values the principle of self-interested andequivalent exchange. We can see that, actually, responding to the ongoing

关 键 词：边界人员私人关系 儒家思想影响 市场化水平 企业领导支持 品牌市场地位 渠道投机行为 

分 类 号：F274[经济管理—企业管理]