感知供应商“关系”取向对分销商机会主义行为的影响——治理策略的调节作用  

Impact of Guanxi Orientation on Opportunism Behaviors of Distributors——Moderating Effects of Governance Strategy

作　　者：王立磊[1] 张剑渝[2] 胥兴安[3] 

机构地区：[1]山东青年政治学院商学院,山东济南250103 [2]西南财经大学工商管理学院,四川成都611130 [3]山东师范大学商学院,山东济南250014

出　　处：《商业经济与管理》2015年第6期25-37,共13页Journal of Business Economics

基　　金：国家自然科学基金面上项目"关系取向对渠道成员机会主义行为的影响研究"(71472153);香港城市大学研究项目资金;山东青年政治学院博士科研启动项目(14A021);山东师范大学青年教师科研项目(人文社会科学类)(14SQR014)

摘　　要：文章将"关系"取向引入渠道机会主义行为研究框架,探讨"关系"取向对机会主义行为的影响及治理策略的调节作用。文章采用PLS建模方法对152个有效样本进行实证检验,得到如下结论:(1)供应商情感性帮忙关系取向负向影响分销商的机会主义行为,而工具性帮忙关系取向和寻租关系取向正向影响机会主义行为。(2)当感知到供应商的关系取向为情感性帮忙关系时,较之合同治理,关系治理更能抑制分销商的机会主义行为;当感知到供应商的关系取向为工具性帮忙关系时,较之关系治理,合同治理能够弱化分销商的机会主义行为。文章丰富了渠道机会主义行为前因研究,揭示了不同治理策略在"关系"取向对机会主义行为影响中的调节作用,为企业管理机会主义行为提供了有益借鉴。This study introduced the concept of'Guanxi'orientation to the framework of opportunism of channel members and discussed the moderating effects of 'Guanxi'orientation on opportunism behaviors as well as the moderating effects of governing strategies. PLS modeling method was adopted here to conduct empirical test and inspection on 152 valid samples and the results followed:( 1) emotional favor-seeking 'Guanxi'orientation had a significant negative impact on opportunism behaviors; meanwhile,both of instrumental favor-seeking'Guanxi'orientation and rent-seeking'Guanxi'had significant positive impacts on opportunism.( 2) For suppliers who have emotional favor-seeking'Guanxi'orientation,the relational governance is superior to the contract governance in inhibiting opportunism; the contract governance is superior to the relational governance for suppliers who have instrumental favor-seeking 'Guanxi'orientation. This study not only has revealed influence mechanism of'Guanxi'orientation on opportun-ism,but also has expanded the theoretical framework about opportunism' research framework. At the same time,this paper has provided beneficial reference for corporate management of opportunism behaviors.

关 键 词：情感性帮忙关系 工具性帮忙关系 寻租关系 合同治理 关系治理 机会主义行为 

分 类 号：F274[经济管理—企业管理]