营销科学学报 ›› 2012, Vol. 8 ›› Issue (2): 115-128.

• 论文 • 上一篇    下一篇

渠道关系强度对关系型渠道治理的影响:关系行为与情感要素的不同作用

张闯,田敏,关宇虹   

  1. 张闯,西安交通大学管理学院博士后,东北财经大学工商管理学院市场营销系副教授,E-mail: blackzhang317@163.com。
    田敏,东北财经大学工商管理学院博士研究生,E-mail: tianmin_2006@126.com。
    关宇虹,东北财经大学工商管理学院硕士研究生,E-mail: gyhpj@163.com。
  • 出版日期:2012-06-01 发布日期:2013-03-31
  • 基金资助:

    感谢匿名审稿专家提出的建设性修改意见!本研究得到了国家自然科学基金项目(70972102)、教育部人文社科研究项目(10YJA630200)、中国博士后科学基金一般项目(200904501257)和特别资助项目(201104626),及辽宁省教育厅高等学校优秀人才支持计划项目(2009R19)的资助,特此致谢。

The Impacts of Channel Tie Strength on the Relational Governance: The Different Role of Behavioral and Emotional Dimensions

Zhang Chuang, Tian Min, Guan Yuhong   

  1. Zhang Chuang,Dongbei University of Finance and Economics, School of Business Administration; Xi’an Jiaotong University, School of Management.
    Tian Min, Dongbei University of Finance and Economics, School of Business Administration;
    Guan Yuhong, Dongbei University of Finance and Economics, School of Business Administration.
  • Online:2012-06-01 Published:2013-03-31

摘要:

论文将社会网络理论的核心变量——关系强度引入渠道治理研究,应用调查数据实证检验了关系强度的情感维度和行为维度对关系治理行为(共同制定计划和共同解决问题)的影响。研究发现关系强度的情感维度和行为维度对关系治理行为有不同影响,代表情感维度的情感强度对共同制定计划有正向显著影响,而代表行为维度的亲密程度和互惠程度则对共同解决问题有显著正向影响。共同解决问题对投机行为有显著抑制作用。论文强调了加强对渠道治理研究中关系情感要素作用研究的必要性和重要性。

关键词: 关系强度, 渠道治理, 关系治理, 投机行为

Abstract:

his paper introduces a core construct of social network theory, namely channel tie strength to channel governance research framework, and empirically test the impacts of channel tie strength on the relational governance based on survey data. The findings show that the emotional and behavioral dimension of the channel tie strength construct has different impact on the relational governance behaviors. Especially, emotional intensity which presents the emotional dimension has positive and significant impact on joint problem solution; mutual confiding and reciprocal services which present the behavioral dimension have positive and significant impact on joint plan. Finally, joint solution negatively and significantly influences opportunism behavior. The paper highlights the necessity and importance to study the role of emotional factors in the channel governance.
 

Key words: channel tie strength, channel governance, relational governance, opportunism behavior