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根据承诺—抵押模型和信任与承诺循环模型对企业承诺影响渠道伙伴信任的作用途径进行了探讨。研究采用电信服务供应商与分销商的渠道对偶数据对研究假设进行了检验。结果显示:供应商的交易专有资产投入调节分销商承诺对供应商承诺感知的影响;分销商的承诺通过供应商的承诺感知间接影响供应商对分销商的信任。
According to the promise-mortgage model and the cycle model of trust and commitment, this paper explores the ways in which enterprises promise to influence the trust of channel partners. The study examined the hypothesis of research using dual data from the channels of telecom service providers and distributors. The results show that the supplier’s transaction-specific asset investment regulates the impact of distributor commitment on the supplier commitment perception; the distributor commitment indirectly influences the supplier trust on the distributor through the supplier’s commitment perception.