营销渠道合作中的企业间关系规范、跨组织人际关系规范与机会主义行为  

Inter-organizational Relational Norms,Inter-organizational Interpersonal Norms and Opportunism in Marketing Channel Cooperation

作　　者：欧梅 周茵[1] 杨伟[1] 庄贵军[2] Ou Mei;Zhou Yin;Yang Wei;Zhuang Guijun(School of Economics and Management,Chang an University,Xi an,710064;School of Management,Xi an Jiaotong University,Xi an,710049)

机构地区：[1]长安大学经济与管理学院,西安710064 [2]西安交通大学管理学院,西安710049

出　　处：《珞珈管理评论》2022年第5期144-161,共18页Luojia Management Review

基　　金：国家自然科学基金项目“供应商与客户互动过程管理机制对价值共创绩效的影响机理和转化路径研究”(项目批准号:71902013);陕西省社会科学基金一般项目“陕西省制造企业关系嵌入风险及其渠道效率改进研究”(项目批准号:2019S017);长安大学中央高校基本科研业务费项目“‘互联网+’背景下面向大数据驱动的渠道整合和创新战略研究”“‘互联网+’背景下的营销渠道嵌入及其风险”“‘互联网+’背景下线上经销商渠道能力及其绩效研究”(项目批准号:300102238619;300102239622;300102230617)。

摘　　要：以中国制造商和经销商的关系为研究对象,基于社会交换理论和配置理论,深入探讨营销渠道成员间的关系规范(包括企业间关系规范、跨组织人际关系规范)和机会主义行为之间的关系,包括直接作用与交互作用。通过分析149份制造商问卷数据得出以下研究结果:首先,不同类型的关系规范对机会主义行为的影响存在差异,企业间关系规范能抑制渠道机会主义行为,跨组织人际关系规范中的面子会加重渠道机会主义行为,人情则对机会主义行为无显著性影响;其次,跨组织人际关系规范中的人情会弱化企业间关系规范对机会主义行为的抑制作用。研究结论揭示了不同关系规范的异质性作用及其影响,对企业理性认识跨组织人际关系并选择有效的渠道治理策略具有重要的意义。Based on the social exchange theory and configuration theory,this paper takes the relationship between Chinese manufacturers and distributors as the research object,and deeply discusses the relationship between the relational norms between marketing channel members(including inter-organizational relational norms and inter-organizational interpersonal relational norms)and opportunistic behavior,including direct effect and interaction.By analyzing the data of 149 manufacturers questionnaires,the following research results are obtained:First,there are differences in the impact of different types of relational norms on opportunism:relational norms between enterprises can inhibit channel opportunism,mianzi in cross-organizational interpersonal norms will aggravate channel opportunism,and renqing have no significant impact on opportunism;secondly,The renqing in cross-organizational interpersonal norms will weaken the inhibitory effect of inter-organizational relational norms on opportunism.The research conclusion reveals the heterogeneous role and influence of different relational norms,which is of great significance for enterprises to rationally understand cross-organizational interpersonal relationships and choose effective channel governance strategies.

关 键 词：机会主义行为 企业间关系规范 跨组织人际关系规范 面子 人情 

分 类 号：F713.50[经济管理—市场营销]