摘要
以渠道行为理论、中国本土社会心理学理论和家长式领导理论为基础,从中国传统文化的视角提出供应商家长式行为导向这一构念,将其细分为立威行为导向和施恩行为导向两个维度,并在供应商—经销商关系中实证检验供应商家长式行为导向对经销商建言行为的影响以及人情的调节作用。以327份来自经销商的调查问卷为基础,研究结果显示:供应商家长式行为导向对经销商建言行为具有显著影响,立威行为导向会抑制经销商的建言行为,人情会削弱立威行为导向的抑制作用;而施恩行为导向会促进经销商的建言行为,人情会强化这一影响。
Drawing on the marketing channel behavior,local social psychology and paternalistic leadership theories,this study proposes supplier s Paternalistic Behavior Orientation from the perspective of Chinese traditional culture and subdivides it into two dimensions:Behavior Orientation of Inspiring Awe and Behavior Orientation of Granting Favors.This research empirically tests the influence of the supplier s paternalistic behavior orientation on the distributor s voice behavior and the moderating effect of Renqing.Based on the 327 samples of distributors,we find that the supplier s paternalistic behavior orientation can significantly influence the distributor s voice behavior.There is a significant negative influence of the awe-inspiring orientation on the distributor s voice behavior.However,the favor-granting orientation positively affects the distributor s voice behavior.We also find that Renqing has a moderating effect on these relationships.
作者
张闯
王莹
鄂嫚迪
ZHANG Chuang;WANG Ying;E Mandi(School of Business Administration,Dongbei University of Finance&Economics,Dalian 116000,China)
出处
《商业经济与管理》
CSSCI
北大核心
2020年第9期45-57,共13页
Journal of Business Economics
基金
国家自然科学基金面上项目“三元渠道网络中的投机行为:企业反应策略与治理机制研究”(71772031)
国家社会科学基金重大项目“新时代流通服务业高质量发展的路径选择与政策体系构建”(18ZDA058)。
关键词
营销渠道
家长式行为导向
角色外行为
建言
人情
marketing channel
paternalistic behavior orientation
extra-role behavior
voice
Renqing
