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本文根据来自210家与分销商建立渠道联盟的制造商的有效调查数据,实证研究分销商的两类机会主义对联盟双方关系冲突的影响,并重点分析制造商对分销商的初始信任在其中的调节效应。研究结果显示:第一,分销商的消极机会主义和积极机会主义都正向影响关系冲突,但后者的影响更大;第二,制造商的初始善意信任弱化分销商的消极机会主义对关系冲突的正向影响,但强化其积极机会主义对关系冲突的正向影响;第三,制造商的初始能力信任弱化分销商的消极机会主义对关系冲突的正向影响,但强化其积极机会主义对关系冲突的正向影响。本文不仅拓展了渠道联盟中初始信任与机会主义的相关理论研究,也为我国企业有效管理渠道联盟关系提供了实践指导。
Based on the effective survey data from 210 manufacturers that establish channel alliances with distributors, this paper empirically studies the impact of two types of opportunism on the relationship conflicts between the two parties and emphatically analyzes the initial trust of manufacturers in distributors Regulatory effect. The results show that: First, the negative opportunism of distributors and positive opportunism all positively influence the conflict of relations, but the latter have a greater impact; second, the initial goodwill trust of manufacturers weakens the negative opportunism of distributors But positive effect of positive opportunism on the conflict of relations is strengthened; thirdly, the manufacturer’s initial ability trusts the positive influence of the negative opportunism of weakened distributors on the conflict of relations, but strengthens its positive opportunism Positive impact on conflict of relations. This paper not only expands the relevant theoretical research on initial trust and opportunism in channel alliance, but also provides practical guidance for Chinese enterprises to effectively manage the channel alliance.