摘要
近年来不断有学者倡导突破二元分析范式,对渠道行为展开网络分析,以更加全面地理解渠道行为现象和解决渠道行为问题。本文探讨经销商网络结构嵌入的特点(分为网络密度和网络中心性)对制造商合同治理(分为合同详细性和合同监督)的影响。以制造商与经销商关系为研究对象,从制造商角度获取288份有效样本数据,采用AMOS20.0软件运用结构方程模型进行路径分析,结果发现:第一,经销商的网络密度和网络中心性均对制造商的合同详细性和合同监督有显著的正向影响;第二,制造商的合同详细性对合作绩效有显著的正向影响,而合同监督对合作绩效并没有显著的影响。
In recent years,scholars have advocated breaking through the dual analysis paradigm and conducting network analysis on channel behavior to fully understand channel behavior phenomena and solve channel behavior problems.This paper investigates the impact of network structural embeddedness,operationalized as network intensity and network centrality,on interfirm contract governance,operationalized as contract explicit and contract supervision in marketing channels.Taking manufacturer-dealer relationships as object of study,288 valid sample data were obtained from the manufacturer’s point of view,and the path analysis was carried out using AMOS20.0 software.The results show that:first,the network intensity of grouped distributors and the centrality of a distributor in the network respectively have positive effects on a manufacturer’s contract explicit and contract supervision;second,the manufacturer’s contract explicit has a significant positive impact on cooperation performance,but contract supervision has no significant impact on cooperation performance.The research results,on the one hand,illustrate the necessity and importance of studying channel behavior from the perspective of channel network structure,and on the other hand enrich the academic research on channel governance.
作者
丰超
庄贵军
李思涵
FENG Chao;ZHUANG Gui-jun;LI Si-han(School of Management,Xi’an Jiaotong University,Xi’an 710049,China)
出处
《现代财经（天津财经大学学报）》
CSSCI
北大核心
2019年第2期57-69,共13页
Modern Finance and Economics：Journal of Tianjin University of Finance and Economics
基金
国家自然科学基金重点项目(71132005)
国家自然科学基金面上项目(70972102)
关键词
社会网络理论
网络密度
网络中心性
合同治理
合作绩效
social network theory
network intensity
network centrality
contract governance
cooperation performance
