Journal of Marketing Science ›› 2021, Vol. 1 ›› Issue (2): 76-94.

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Boundary Spanners’ Interpersonal Emotion, Trust and Misbehavior in Marketing Channels: An Experimental Study

Wang Lilei,Wang Luqi,Xu Xing,an   

  1. Wang Lilei,School of Tourism, Hainan University Wang Luqi,School of Tourism, Hainan University Xu Xing,an,School of Tourism, Hainan University
  • Online:2021-10-16 Published:2022-07-22

Abstract: This study discusses channel misbehavior based on the perspective of Chinese interpersonal relationship, views the dimensions of channel boundary spanners’ interpersonal emotion relationships ( real emotion、assumed emotion) , and discusses the impact of boundary spanners’ interpersonal emotion relationships on misbehavior. This paper designs 2 ( real emotion: high vs. low) X 2 (assumed emotion: high vs. low) scenario simulation experiments, and emphasises discussing interaction effect of real emotion and assumed emotion on misbehavior. Results show that: ( 1) in the situation of high real emotion, high assumed emotion are more likely to reduce the misbehavior than the low assumed emotion; (2) in the situation of low real emotion, high assumed emotion are more likely to reduce the misbehavior than the low assumed emotion; (3) in the situation of high assumed emotion, high real emotion are more likely to reduce the misbehavior than the low real emotion ; (4) in the situation of low assumed emotion, high real emotion are more likely to reduce the misbehavior than the low real emotion; (5) boundary spanners’ interpersonal emotion has a negative influence on misbehavior through trust; (6) trust mediates the relationship between emotion and channel misbehavior. This study enriches the channel misbehavior for research, provides beneficial references for enterprise management misbehavior.

Key words: channel boundary spanners, real emotion, assumed emotion, trust, misbehavior