Abstract:

This paper introduces exercise of channel power to channel fairness research, and based on survey data empirically tests the effects of exercise of channel power on channel fairness(distributive fairness and procedural fairness), as well as the effects of channel fairness on channel satisfaction. Findings show that exercise of coercive power has no significant effect on distributive fairness and procedural fairness, but exercise of noncoercive power has positive effect on distributive fairness and procedural fairness. Meanwhile, both distributive fairness and procedural fairness have positive effect on economic satisfaction, and also play total mediating role between noncoercive power and economic satisfaction. Furthermore, distributive fairness and procedural fairness have no significant effect on relational satisfaction, because economic satisfaction plays total mediating role between them. Finally, the paper discusses the research findings, gives corresponding managerial suggestions and points out the future research directions.

Key words: Exercise of Channel Power, Distributive Fairness, Procedural Fairness, Economic Satisfaction, Relational Satisfaction