摘要
本研究以社会镶嵌网络理论为视角，讨论交易网络结构特征对“人情”、“面子”和“情谊”的影响。研究发现：厂商的网络中心度和交易网络的密度，不但对“面子”、“人情”和“情谊”行为有直接的正向影响，还通过交易关系规范问接地对厂商的“面子”、“人情”和“情谊”行为有较强的正向影响。厂商的网络中心度对厂商的“面子”、“人情”和“情谊”行为的影响大于网络密度的影响，关系型交换比离散型交换更容易发展“面子”、“人情”和“情谊”行为。
From the viewpoint of social embeddednedness theory,this paper focuses on the influence by the features of network structure on favor,Mianzi and affect. The result shows that centrality and density of network have both direct and indirect effects on favor,Mianzi and affect behavior. A firm＇s position in the network has a stronger positive effect on Guanxi behavior than the density of network,and relational exchange better facilitates the development of Guanxi behavior than discrete exchange.
出处
《营销科学学报（辑刊）》
2008年第1期1-14,共14页
Journal of Marketing Science
关键词
关系规范
人情
面子
关系
网络密度
网络中心度
Relational Norm, Favor,Mianzi ,Guanxi, Network Centrality, Network Density
