供应商影响战略与分销商机会主义--分销商关系承诺的调节作用研究

摘要

From the perspective of power theory , relationship marketing theory and the perspective of strategic fit , this study in-vestigates effectiveness of suppliers′non-coercive and coercive influence strategies in suppressing distributors′opportunism and explores impacts of distributors′calculative and affective commitments on suppliers′influence strategies .We take managers from supplying and distributing channels as the research objects , collect data from Chinese appliance industry by questionnaire survey method and test hypotheses by hierarchical regression .The results show that suppliers′non-coercive influence strategies effective-ly suppress distributors′opportunism , whereas coercive influence strategies have a U-shaped relationship with distributors′oppor-tunism.Additionally, effects of non-coercive influence strategies are strengthened by distributors′affective commitments but not influenced by their calculative commitments .Distributors′relationship commitments enhance the U-shaped relationship between coercive influence strategies and opportunism .%从渠道权力理论、关系营销理论以及战略匹配的视角出发，研究营销渠道中供应商使用非强制性和强制性两种影响战略在治理分销商机会主义方面的有效性，探讨分销商算计性和情感性两种关系承诺类型对供应商影响战略作用的影响。以渠道双边的负责人为调研对象，通过问卷调查分别从供应商和分销商处收集家电行业的样本数据，采用逐步层级回归对假设进行检验。研究结果表明，供应商使用非强制性影响战略能有效抑制分销商机会主义，强制性影响战略对伙伴机会主义呈现出先减弱后增加的 U 形非线性作用；非强制性影响战略的作用随着分销商情感性承诺的提高而加强，但不受算计性承诺的影响，强制性影响战略对机会主义的 U 形作用随着伙伴两种承诺水平的提高变得更加陡峭。