供应商企业声誉对分销商角色外利他行为的影响研究:信任的中介作用
|
摘要
企业声誉是激发联盟关系主体行为的一种重要有效机制,但以往学者还没有专门研究企业声誉对渠道行为的影响;同时,渠道成员角色外行为包括利他行为和投机行为,过往研究主要侧重于渠道投机行为方面,而对渠道成员角色外利他行为较少涉及。以分销商为调研样本,将供应商声誉和分销商角色外利他行为同时纳入研究框架,并引入组织间信任作为中介变量,探讨供应商的企业声誉对分销商角色外利他行为的机制和影响路径。实证分析表明:供应商声誉的各维度对分销商角色外利他行为既有直接影响,又通过组织间信任对其产生间接影响。善意信任在企业社会责任声誉、公平交易声誉与分销商角色外利他行为之间存在部分中介作用。能力信任在供应商分销能力声誉、创新能力声誉与分销商角色外利他行为之间存在部分中介作用。
Corporate reputation is an important and effective mechanism to inspire subject behavior in the alliance relationship. However,few researchers have studied the influence of corporate reputation on channel behavior. The extra-role behavior of channel members includes altruistic behavior and speculative behavior,among which the latter has been the focus of past studies while the former is seldom studied. Taking distributors as samples of investigation,this research incorporates both suppliers' corporate reputation and distributors' extra-role altruistic behavior into the framework,and introduces the inter-organizational trust as the intermediary variable to explore the mechanism and influence path of suppliers' corporate reputation on distributors' extra-role altruistic behavior. The empirical results show that the different dimensions of suppliers' reputation have direct effects on distributors' extra-role altruistic behavior as well as indirect effects through inter-organizational trust. Benevolence-based trust plays a partially intermediary role between the corporate reputation of social responsibility,reputation of fair trade and distributors' extra-role altruistic behavior,whereas the trust of capacity partially mediates between the reputation of suppliers' distribution ability,the reputation of innovation ability and distributors' extra-role altruistic behavior.
Corporate reputation is an important and effective mechanism to inspire subject behavior in the alliance relationship. However,few researchers have studied the influence of corporate reputation on channel behavior. The extra-role behavior of channel members includes altruistic behavior and speculative behavior,among which the latter has been the focus of past studies while the former is seldom studied. Taking distributors as samples of investigation,this research incorporates both suppliers' corporate reputation and distributors' extra-role altruistic behavior into the framework,and introduces the inter-organizational trust as the intermediary variable to explore the mechanism and influence path of suppliers' corporate reputation on distributors' extra-role altruistic behavior. The empirical results show that the different dimensions of suppliers' reputation have direct effects on distributors' extra-role altruistic behavior as well as indirect effects through inter-organizational trust. Benevolence-based trust plays a partially intermediary role between the corporate reputation of social responsibility,reputation of fair trade and distributors' extra-role altruistic behavior,whereas the trust of capacity partially mediates between the reputation of suppliers' distribution ability,the reputation of innovation ability and distributors' extra-role altruistic behavior.
引文
樊耘,阎亮,马贵梅.2013.权力需要、组织承诺与角色外行为的关系研究---基于组织文化的调节效应[J].科学学与科学技术管理(1):135-146.
高维和,陈信康,任声策.2010.企业声誉、两级信任与组织间关系[J].财贸研究(2):130-138.
王勇,庄贵军,沈璐.2016.营销渠道中合同详尽性对角色外利他行为的影响---信任与投机的中介作用[J].统计与信息论坛(2):101-106.
王勇,周筱莲,张涛,等.2016.营销渠道中依赖、公平与角色外利他行为[J].商业经济与管理(7):44-54.
杨东升,许明辉.2019.供应商竞争性广告下零售商的信息共享策略研究[J].珞珈管理评论(2):188-202.
张闯,周晶,杜楠.2016.合同治理、信任与分销商角色外利他行为:渠道关系柔性与团结性规范的调节作用[J].商业经济与管理(7):55-63.
庄贵军,徐文,周筱莲.2008.关系营销导向对于企业营销渠道控制行为的影响[J].管理工程学报(3):5-10.
BARNETT M L,JERMIER J M,LAFFERTY B A.2006.Corporate reputation:The definitional landscape[J].Corporate Reputation Review,9(1):26-38.
DAS T K,TENG B S.2001.Relational risk and its personal correlates in strategic alliances[J].Journal of Business&Psychology,15(3):449-465.
FOMBRUN C,VAN R C.2004.Fame&fortune:How successful companies build winning reputations[J].Corporate Reputation Review,6(4):390-395.
FOMBRUN C J,GARDBERG N A,SEVER J M.2000.The reputation quotient SM:A multi-stakeholder measure of corporate reputation[J].Journal of Brand Management,7(4):241-255.
GUNER N,ONDER Z,RHOADES S.2004.Underwriter reputation and short-run IPO returns:A re-evaluation for an emerging market[Z].Loyola University Chicago Working Paper.
LINDELL M K,WHITNEY D J.2001.Accounting for common method variance in cross-sectional research designs[J].Journal of Applied Psychology,86(1):114.
LUO Y.2007.An integrated anti-opportunism system in international exchange[J].Journal of International Business Studies,38(6):855-877.
MANFRED S.2004.Components and parameters of corporate reputation:An empirical study[J].Schmalenbach Business Review,56(1):46-72.
PODSAKOFF P M,MACKENZIE S B,PAINE J B,et al.2000.Organizational citizenship behaviors:A critical review of the theoretical and empirical literature and suggestions for future research[J].Journal of Management,26(3):513-563.
PREACHER K J,HAYES A F.2008.Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models[J].Behavior Research Methods,40(3):879-891.
SAMAHA S A,PALMATIER R W,Dant R P.2011.Poisoning relationships:Perceived unfairness in channels of distribution[J].Journal of Marketing,75(3):2422-2429.
SEN S.,BHATTACHARYA C B.2001.Does doing good always lead to doing better?Consumer reactions to corporate social responsibility[J].Journal of Marketing Research,38(2):225-243.
SRIVASTAVA J,CHAKRAVARTI D.2009.Channel negotiations with information asymmetries:Contingent influences of communication and trustworthiness reputations[J].Journal of Marketing Research,46(4):557-572.
WUYTS S.2007.Extra-role behavior in buyer-supplier relationships[J].International Journal of Research in Marketing,24(4):301-311.
高维和,陈信康,任声策.2010.企业声誉、两级信任与组织间关系[J].财贸研究(2):130-138.
王勇,庄贵军,沈璐.2016.营销渠道中合同详尽性对角色外利他行为的影响---信任与投机的中介作用[J].统计与信息论坛(2):101-106.
王勇,周筱莲,张涛,等.2016.营销渠道中依赖、公平与角色外利他行为[J].商业经济与管理(7):44-54.
杨东升,许明辉.2019.供应商竞争性广告下零售商的信息共享策略研究[J].珞珈管理评论(2):188-202.
张闯,周晶,杜楠.2016.合同治理、信任与分销商角色外利他行为:渠道关系柔性与团结性规范的调节作用[J].商业经济与管理(7):55-63.
庄贵军,徐文,周筱莲.2008.关系营销导向对于企业营销渠道控制行为的影响[J].管理工程学报(3):5-10.
BARNETT M L,JERMIER J M,LAFFERTY B A.2006.Corporate reputation:The definitional landscape[J].Corporate Reputation Review,9(1):26-38.
DAS T K,TENG B S.2001.Relational risk and its personal correlates in strategic alliances[J].Journal of Business&Psychology,15(3):449-465.
FOMBRUN C,VAN R C.2004.Fame&fortune:How successful companies build winning reputations[J].Corporate Reputation Review,6(4):390-395.
FOMBRUN C J,GARDBERG N A,SEVER J M.2000.The reputation quotient SM:A multi-stakeholder measure of corporate reputation[J].Journal of Brand Management,7(4):241-255.
GUNER N,ONDER Z,RHOADES S.2004.Underwriter reputation and short-run IPO returns:A re-evaluation for an emerging market[Z].Loyola University Chicago Working Paper.
LINDELL M K,WHITNEY D J.2001.Accounting for common method variance in cross-sectional research designs[J].Journal of Applied Psychology,86(1):114.
LUO Y.2007.An integrated anti-opportunism system in international exchange[J].Journal of International Business Studies,38(6):855-877.
MANFRED S.2004.Components and parameters of corporate reputation:An empirical study[J].Schmalenbach Business Review,56(1):46-72.
PODSAKOFF P M,MACKENZIE S B,PAINE J B,et al.2000.Organizational citizenship behaviors:A critical review of the theoretical and empirical literature and suggestions for future research[J].Journal of Management,26(3):513-563.
PREACHER K J,HAYES A F.2008.Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models[J].Behavior Research Methods,40(3):879-891.
SAMAHA S A,PALMATIER R W,Dant R P.2011.Poisoning relationships:Perceived unfairness in channels of distribution[J].Journal of Marketing,75(3):2422-2429.
SEN S.,BHATTACHARYA C B.2001.Does doing good always lead to doing better?Consumer reactions to corporate social responsibility[J].Journal of Marketing Research,38(2):225-243.
SRIVASTAVA J,CHAKRAVARTI D.2009.Channel negotiations with information asymmetries:Contingent influences of communication and trustworthiness reputations[J].Journal of Marketing Research,46(4):557-572.
WUYTS S.2007.Extra-role behavior in buyer-supplier relationships[J].International Journal of Research in Marketing,24(4):301-311.