营销渠道中的合同治理、公平与角色外利他行为

doi:10.16381/j.cnki.issn1003-207x.2018.06.019

中国管理科学 ›› 2018, Vol. 26 ›› Issue (6): 188-196.doi: 10.16381/j.cnki.issn1003-207x.2018.06.019

• 论文 • 上一篇

营销渠道中的合同治理、公平与角色外利他行为

王勇^1,2, 庄贵军³, 张闯⁴, 刘周平³

1. 西北工业大学管理学院, 陕西西安 710072;
2. 西安财经学院商学院, 陕西西安 710100;
3. 西安交通大学管理学院, 陕西西安 710049;
4. 东北财经大学工商管理学院, 辽宁大连 116025

收稿日期:2015-07-07 修回日期:2017-11-26 出版日期:2018-06-20 发布日期:2018-08-22
作者简介:王勇(1980-),男(汉族),陕西洋县人,西北工业大学管理学院博士后,西安财经学院商学院讲师,研究方向:营销渠道管理,E-mail:yongwang0318@126.com.
基金资助:
国家自然科学基金资助项目（71472149，71772031）；中国博士后科学基金资助项目（2017M620472）；陕西省博士后科研资助项目（2017BSHEDZZ48）；陕西省教育厅哲学社会科学重点研究基地项目（16JZ028）

Contractual Governance, Justice and Extra-role Altruistic Behaviors in Marketing Channels

WANG Yong^1,2, ZHUANG Gui-jun³, ZHANG Chuang⁴, LIU Zhou-ping³

1. School of Management, Northwestern Polytechnical University, Xi'an 710072, China;
2. School of Business, Xi'an University of Finance & Economics, Xi'an 710100, China;
3. School of Management, Xi'an Jiaotong University, Xi'an 710049, China;
4. School of Business Administration, DongBei University of Finance & Economics, Dalian 116025, China

Received:2015-07-07 Revised:2017-11-26 Online:2018-06-20 Published:2018-08-22

摘要/Abstract

摘要： 本文以交易成本理论等为理论基础，应用AMOS 24.0软件对660份问卷数据进行结构方程建模分析，探讨了营销渠道中的合同治理（合同详尽性、合同监督）、渠道公平（分配公平、程序公平）与依赖对经销商角色外利他行为的影响。研究表明：第一，合同的详尽性、经销商的合同监督对其感知的分配公平、程序公平均有显著的正向影响；第二，经销商感知的分配公平、程序公平对其角色外利他行为均有显著的正向影响；第三，经销商依赖会增强分配公平对角色外利他行为的正向影响，减弱程序公平对角色外利他行为的正向影响。第四，合同详尽性和合同监督通过分配公平、程序公平促进经销商的角色外利他行为。

关键词: 合同详尽性, 合同监督, 分配公平, 程序公平, 角色外利他行为

Abstract: Extra-role altruistic behaviors play important roles in developing and maintaining the long-term economic cooperation and exchange relationship in marketing channels. Previous studies have examined the impact of contractual governance on extra-role altruistic behaviors. However, the influence mechanism has not been explored. Moreover, the effects of different dimensions of contractual governance also need more investigation.
Based on transaction cost theory, equity theory and resource-based view, a conceptual model is developed to describe the relationships among contractual governance (operationalized as contract complexity and contract monitoring), justice (including distributive justice and procedural justice), dependence and extra-role altruistic behavior from the perspective of distributors in marketing channels. To examine the proposed conceptual model, the survey data of 660 distributors is collected from household appliances industry of China. Analyzing the data by using structural equation modeling AMOS24.0, the impact of contract complexity and contract monitoring on distributive justice and procedural justice and the mediating roles of distributive justice and procedural justice on relationship between contractual governance and extra-role altruistic behavior is tested. The moderating role of distributor's dependence on the supplier is also examined.
The results show that, first, both contract complexity and contract monitoring positively affect distributor's distributive justice and procedural justice. Second, two types of justice independently affects distributor's extra-role altruistic behaviors. Third, distributor's dependence moderates effects of distributive justice and procedural justice on extra-role altruistic behaviors in different ways such that, as distributor's dependence increases, the positive impact of distributive justice on distributor's extra-role altruistic behaviors would be stronger but the positive impact of procedural justice on distributor's extra-role altruistic behaviors would be weaker. Finally, distributive justice and procedural justice mediate the effect of contractual governance (contract complexity and contract monitoring) on extra-role altruistic behaviors.
The results not only fill the gaps in the literature of extra-role altruistic behaviors in marketing channels, but also suggest some managerial implications. It suggests suppliers to adopt proper contractual governance components in order to increase distributor's perception of justice and hereafter induce distributor's extra-role altruistic behaviors.

Key words: contract complexity, contract monitoring, distributive justice, procedural justice, extra-role altruistic behavior

中图分类号:

F274

王勇, 庄贵军, 张闯, 刘周平. 营销渠道中的合同治理、公平与角色外利他行为[J]. 中国管理科学, 2018, 26(6): 188-196.

WANG Yong, ZHUANG Gui-jun, ZHANG Chuang, LIU Zhou-ping. Contractual Governance, Justice and Extra-role Altruistic Behaviors in Marketing Channels[J]. Chinese Journal of Management Science, 2018, 26(6): 188-196.

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营销渠道中的合同治理、公平与角色外利他行为

Contractual Governance, Justice and Extra-role Altruistic Behaviors in Marketing Channels

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