供应商影响战略与分销商机会主义——分销商关系承诺的调节作用研究

被引：9

作者：

张钰 ^{[1
]}

刘益 ^{[2
]}

杨伟 ^{[3
]}

机构：

[1] 西安交通大学管理学院

[2] 上海交通大学安泰经济与管理学院

[3] 长安大学汽车学院

来源：

管理科学 | 2013年 / 26卷 / 05期

关键词：

非强制性影响战略; 强制性影响战略; 算计性承诺; 情感性承诺; 机会主义;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

从渠道权力理论、关系营销理论以及战略匹配的视角出发,研究营销渠道中供应商使用非强制性和强制性两种影响战略在治理分销商机会主义方面的有效性,探讨分销商算计性和情感性两种关系承诺类型对供应商影响战略作用的影响。以渠道双边的负责人为调研对象,通过问卷调查分别从供应商和分销商处收集家电行业的样本数据,采用逐步层级回归对假设进行检验。研究结果表明,供应商使用非强制性影响战略能有效抑制分销商机会主义,强制性影响战略对伙伴机会主义呈现出先减弱后增加的U形非线性作用;非强制性影响战略的作用随着分销商情感性承诺的提高而加强,但不受算计性承诺的影响,强制性影响战略对机会主义的U形作用随着伙伴两种承诺水平的提高变得更加陡峭。

引用

页码：50 / 62

页数：13

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