渠道网络结构对合同制定与监督的影响:社会网络的视角
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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.
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.
引文
[1]Frazier G L.Organizing and Managing Channels of Distribution[J].Journal of the Academy of Marketing Science,1999,27(2):226-240.
[2]庄贵军,周筱莲.权力,冲突和合作:中国工商企业之间渠道行为的实证研究[J].管理世界,2002(3):117-124.
[3]Iacobucci D,Hopkins N.Modeling Dyadic Interactions and Networks in Marketing[J].Journal of Marketing Research,1992,29(1):5-17.
[4]Granovetter M.Economic Action and Social Structure:The Problem of Embeddedness[J].American Journal of Sociology,1985,91(3):481-510.
[5]Antia K D,Frazier G L.The Severity of Contract Enforcement in Interfirm Channel Relationships[J].Journal of Marketing,2001,65(4):67-81.
[6]Anderson J C,Hkansson H,Johanson J.Dyadic Business Relationships Within a Business Network Context[J].Journal of Marketing,1994,58(4):1-15.
[7]张闯,关宇虹.营销渠道网络结构对渠道权力应用结果的放大与缓冲作用:社会网络视角[J].管理评论,2013,25(6):141-153.
[8]Achrol R S.Changes in the Theory of Interorganizational Relations in Marketing:Toward a Network Paradigm[J].Journal of the Academy of Marketing Science,1997,25(1):56-71.
[9]张闯,张涛,庄贵军,等.渠道权力应用、冲突与合作:营销渠道网络结构嵌入的影响[J].商业经济与管理,2015(2):57-67.
[10]Wuyts S,Geyskens I.The Formation of BuyerSupplier Relationships:Detailed Contract Drafting and Close Partner Selection[J].Journal of Marketing,2005,69(4):103-117.
[11]Swaminathan V,Moorman C.Marketing Alliances,Firm Networks,and Firm Value Creation[J].Journal of Marketing,2009,73(5):52-69.
[12]Heide J B.Interorganizational Governance in Marketing Channels[J].Journal of Marketing,1994,58(1):71-85.
[13]Poppo L,Zenger T.Do Formal Contracts and Relational Governance Function as Substitutes or Complements?[J].Strategic Management Journal,2002,23(8):707-725.
[14]Cao Z,Lumineau F.Revisiting the Interplay between Contractual and Relational Governance:AQualitative and Meta-Analytic Investigation[J].Journal of Operations Management,2015,33(1):15-42.
[15]Zhou K Z,Poppo L,Yang Z.Relational Ties or Customized Contracts?An Examination of Alternative Governance Choices in China[J].Journal of International Business Studies,2008,39(3):526-534.
[16]Luo Yadong.Transactional Characteristics,Institutional Environment and Joint Venture Contracts[J].Journal of International Business Studies,2005,36(2):209-230.
[17]Yang Z,Su C,Fam K S.Dealing with Institutional Distances in International Marketing Channels:Governance Strategies that Engender Legitimacy and Efficiency[J].Journal of Marketing,2012,76(3):41-55.
[18]Zhou K Z,Poppo L.Exchange Hazards,Relational Reliability,and Contracts in China:The Contingent Role of Legal Enforceability[J].Journal of International Business Studies,2010,41(5):861-881.
[19]Reuer J J,Ari n~o A.Strategic Alliance Contracts:Dimensions and Determinants of Contractual Complexity[J].Strategic Management Journal,2007,28(3):313-330.
[20]李随成,黄聿舟,裴旭东.供应商参与新产品开发的治理机制前置因素研究[J].管理评论,2014(4):166-176.
[21]刘益,陶蕾.零售商对供应商的信任、控制机制使用和价值创造之间的关系研究[J].管理工程学报,2007,21(1):61-66.
[22]Aulakh P S,Gentürk F E,Clark T.Contract Formalization and Governance of Exporter-Importer Relationships[J].Journal of Management Studies,2010,45(3):457-479.
[23]Li Y,Xie E,Teo H H,et al.Formal Control and Social Control in Domestic and International BuyerSupplier Relationships[J].Journal of Operations Management,2010,28(4):333-344.
[24]张闯,张双俐.契约治理机制与渠道投机行为:关系营销导向的作用[J].商业经济与管理,2014(2):58-65.
[25]庄贵军,周云杰,董滨.IT能力、合同治理与渠道关系质量[J].系统工程理论与实践,2016,36(10):2618-2632.
[26]Brass D J,Butterfiled K D,Skaggs B C.Relationships and Unethical Behavior:A Social Network Perspective[J].The Academy of Management Review,1998,23(1):14-31.
[27]Brass D J,Galaskiewicz J,Greve H R,et al.Taking Stock of Networks and Organizations:A Multilevel Perspective[J].Academy of Management Journal,2004,47(6):795-817.
[28]Uzzi B.Social Structure and Competition in Interfirm Networks:The Paradox of Embeddedness[J].Administrative Science Quarterly,1997,42(1):35-67.
[29]Gilsing V,Nooteboom B,Vanhaverbeke W,et al.Network Embeddedness and the Exploration of Novel Technologies:Technological Distance,Betweenness Centrality And Density[J].Research Policy,2008,37(10):1717-1731.
[30]刘军.社会网络分析导论[M].北京:社会科学文献出版社,2004.
[31]Reagans R,Mcevily B.Network Structure and Knowledge Transfer:The Effects of Cohesion and Range[J].Administrative Science Quarterly,2003,48(2):240-267.
[32]Rowley T J.Moving Beyond Dyadic Ties:A Network Theory of Stakeholder Influences[J].Academy of Management Review,1997,22(4):887-910.
[33]Freeman L C.Centrality in Social Networks Conceptual Clarification[J].Social Networks,1978,1(3):215-239.
[34]Brass D J,Burkhardt M E.Potential Power and Power Use:An Investigation of Structure and Behavior[J].Academy of Management Journal,1993,36(3):441-470.
[35]Sparrowe R T,Liden R C.Two Routes to Influence:Integrating Leader-Member Exchange and Social Network Perspectives[J].Administrative Science Quarterly,2005,50(4):505-535.
[36]Tsai W.Social Capital,Strategic Relatedness and the Formation of Interorganizational Linkages[J].Strategic Management Journal,2000,21(9):925-939.
[37]Mellewigt T,Madhok A,Weibel A.Trust and Formal Contracts in Interorganizational Relationships-Substitutes and Complements[J].Managerial and Decision Economics,2007,28(8):833-847.
[38]刘婷,刘益,陶蕾.交易机制与关系机制对营销渠道企业间合作的作用研究[J].预测,2009,28(4):28-33.
[39]Achrol R S,Gundlach G T.Legal and Social Safeguards Against Opportunism in Exchange[J].Journal of Retailing,1999,75(1):107-124.
[40]Li J J,Poppo L,Zhou K Z.Relational Mechanisms,Formal Contracts,and Local Knowledge Acquisition by International Subsidiaries[J].Strategic Management Journal,2010,31(4):349-370.
[41]Abdi M,Aulakh P S.Do Country-Level Institutional Frameworks and Interfirm Governance Arrangements Substitute or Complement in International Business Relationships[J].Journal of International Business Studies,2012,43(5):477-497.
[42]Hillebrand B,Woolthuis R K,Nooteboom B.Trust,Contract and Relationship Development[J].Organization Studies,2005,26(6):813-840.
[43]张闯,张涛,庄贵军.渠道关系强度对渠道权力应用的影响---关系嵌入的视角[J].管理科学,2012,25(3):56-68.
[44]Galaskiewicz J,Wasserman S.Mimetic Processes within an Interorganizational Field:An Empirical Test[J].Administrative Science Quarterly,1989,34(3):454-479.
[45]Lusch R F,Brown J R.Interdependency,Contracting,and Relational Behavior in Marketing Channels[J].The Journal of Marketing,1996,60(4):19-38.
[46]Liu Yi,Luo Yadong,Liu Ting.Governing BuyerSupplier Relationships Through Transactional and Relational Mechanisms:Evidence from China[J].Journal of Operations Management,2009,27(4):294-309.
[47]Chen B R,Chiu Y S.Interim Performance Evaluation in Contract Design[J].Economic Journal,2013,123(569):665-698.
[48]Cai Shaohan,Yang Zhilin,Hu Zuohao.Exploring the Governance Mechanisms Of Quasi-Integration In Buyer-Supplier Relationships[J].Journal of Business Research,2009,62(6):660-666.
[49]夏春玉,杜楠,张闯.契约型农产品渠道中的契约治理、收购商管控与农户绩效[J].经济管理,2015(1):87-97.
[50]张闯,李骥,关宇虹.契约治理机制与渠道绩效:人情的作用[J].管理评论,2014,26(2):69-79.
[51]Mesquita L F,Brush T H.Untangling Safeguard and Production Coordination Effects In Long-Term Buyer-Supplier Relationships[J].Academy of Management Journal,2008,51(4):785-807.
[52]Luo Yadong.Contract,Cooperation and Performance in International Joint Ventures[J].Strategic Management Journal,2002,23(10):903-919.
[53]Geyskens I,Steenkamp J E B M.Economic and Social Satisfaction:Measurement and Relevance to Marketing Channel Relationships[J].Journal of Retailing,2000,76(1):11-32.
[54]Marsden P V.Models and Methods in Social Network Analysis[M].New York:Cambridge University Press,2005:8-30.
[55]Shaver K G.Principles of Social Psychology[M].Psychology Press,2015.
[56]张闯,林曦,庄贵军.渠道边界人员对渠道网络的认知机制及其对渠道行为的影响:多案例研究[J].营销科学学报,2014,10(03):32-50.
[57]温忠麟,侯杰泰,马什.结构方程模型检验:拟合指数与卡方准则[J].心理学报,2004,36(2):186-194.
[58]Achrol R S,Stern L W.The Environment of Marketing Channel Dyads:A Framework for Comparative Analysis[J].Journal of Marketing,1983,47(4):55-67.
[2]庄贵军,周筱莲.权力,冲突和合作:中国工商企业之间渠道行为的实证研究[J].管理世界,2002(3):117-124.
[3]Iacobucci D,Hopkins N.Modeling Dyadic Interactions and Networks in Marketing[J].Journal of Marketing Research,1992,29(1):5-17.
[4]Granovetter M.Economic Action and Social Structure:The Problem of Embeddedness[J].American Journal of Sociology,1985,91(3):481-510.
[5]Antia K D,Frazier G L.The Severity of Contract Enforcement in Interfirm Channel Relationships[J].Journal of Marketing,2001,65(4):67-81.
[6]Anderson J C,Hkansson H,Johanson J.Dyadic Business Relationships Within a Business Network Context[J].Journal of Marketing,1994,58(4):1-15.
[7]张闯,关宇虹.营销渠道网络结构对渠道权力应用结果的放大与缓冲作用:社会网络视角[J].管理评论,2013,25(6):141-153.
[8]Achrol R S.Changes in the Theory of Interorganizational Relations in Marketing:Toward a Network Paradigm[J].Journal of the Academy of Marketing Science,1997,25(1):56-71.
[9]张闯,张涛,庄贵军,等.渠道权力应用、冲突与合作:营销渠道网络结构嵌入的影响[J].商业经济与管理,2015(2):57-67.
[10]Wuyts S,Geyskens I.The Formation of BuyerSupplier Relationships:Detailed Contract Drafting and Close Partner Selection[J].Journal of Marketing,2005,69(4):103-117.
[11]Swaminathan V,Moorman C.Marketing Alliances,Firm Networks,and Firm Value Creation[J].Journal of Marketing,2009,73(5):52-69.
[12]Heide J B.Interorganizational Governance in Marketing Channels[J].Journal of Marketing,1994,58(1):71-85.
[13]Poppo L,Zenger T.Do Formal Contracts and Relational Governance Function as Substitutes or Complements?[J].Strategic Management Journal,2002,23(8):707-725.
[14]Cao Z,Lumineau F.Revisiting the Interplay between Contractual and Relational Governance:AQualitative and Meta-Analytic Investigation[J].Journal of Operations Management,2015,33(1):15-42.
[15]Zhou K Z,Poppo L,Yang Z.Relational Ties or Customized Contracts?An Examination of Alternative Governance Choices in China[J].Journal of International Business Studies,2008,39(3):526-534.
[16]Luo Yadong.Transactional Characteristics,Institutional Environment and Joint Venture Contracts[J].Journal of International Business Studies,2005,36(2):209-230.
[17]Yang Z,Su C,Fam K S.Dealing with Institutional Distances in International Marketing Channels:Governance Strategies that Engender Legitimacy and Efficiency[J].Journal of Marketing,2012,76(3):41-55.
[18]Zhou K Z,Poppo L.Exchange Hazards,Relational Reliability,and Contracts in China:The Contingent Role of Legal Enforceability[J].Journal of International Business Studies,2010,41(5):861-881.
[19]Reuer J J,Ari n~o A.Strategic Alliance Contracts:Dimensions and Determinants of Contractual Complexity[J].Strategic Management Journal,2007,28(3):313-330.
[20]李随成,黄聿舟,裴旭东.供应商参与新产品开发的治理机制前置因素研究[J].管理评论,2014(4):166-176.
[21]刘益,陶蕾.零售商对供应商的信任、控制机制使用和价值创造之间的关系研究[J].管理工程学报,2007,21(1):61-66.
[22]Aulakh P S,Gentürk F E,Clark T.Contract Formalization and Governance of Exporter-Importer Relationships[J].Journal of Management Studies,2010,45(3):457-479.
[23]Li Y,Xie E,Teo H H,et al.Formal Control and Social Control in Domestic and International BuyerSupplier Relationships[J].Journal of Operations Management,2010,28(4):333-344.
[24]张闯,张双俐.契约治理机制与渠道投机行为:关系营销导向的作用[J].商业经济与管理,2014(2):58-65.
[25]庄贵军,周云杰,董滨.IT能力、合同治理与渠道关系质量[J].系统工程理论与实践,2016,36(10):2618-2632.
[26]Brass D J,Butterfiled K D,Skaggs B C.Relationships and Unethical Behavior:A Social Network Perspective[J].The Academy of Management Review,1998,23(1):14-31.
[27]Brass D J,Galaskiewicz J,Greve H R,et al.Taking Stock of Networks and Organizations:A Multilevel Perspective[J].Academy of Management Journal,2004,47(6):795-817.
[28]Uzzi B.Social Structure and Competition in Interfirm Networks:The Paradox of Embeddedness[J].Administrative Science Quarterly,1997,42(1):35-67.
[29]Gilsing V,Nooteboom B,Vanhaverbeke W,et al.Network Embeddedness and the Exploration of Novel Technologies:Technological Distance,Betweenness Centrality And Density[J].Research Policy,2008,37(10):1717-1731.
[30]刘军.社会网络分析导论[M].北京:社会科学文献出版社,2004.
[31]Reagans R,Mcevily B.Network Structure and Knowledge Transfer:The Effects of Cohesion and Range[J].Administrative Science Quarterly,2003,48(2):240-267.
[32]Rowley T J.Moving Beyond Dyadic Ties:A Network Theory of Stakeholder Influences[J].Academy of Management Review,1997,22(4):887-910.
[33]Freeman L C.Centrality in Social Networks Conceptual Clarification[J].Social Networks,1978,1(3):215-239.
[34]Brass D J,Burkhardt M E.Potential Power and Power Use:An Investigation of Structure and Behavior[J].Academy of Management Journal,1993,36(3):441-470.
[35]Sparrowe R T,Liden R C.Two Routes to Influence:Integrating Leader-Member Exchange and Social Network Perspectives[J].Administrative Science Quarterly,2005,50(4):505-535.
[36]Tsai W.Social Capital,Strategic Relatedness and the Formation of Interorganizational Linkages[J].Strategic Management Journal,2000,21(9):925-939.
[37]Mellewigt T,Madhok A,Weibel A.Trust and Formal Contracts in Interorganizational Relationships-Substitutes and Complements[J].Managerial and Decision Economics,2007,28(8):833-847.
[38]刘婷,刘益,陶蕾.交易机制与关系机制对营销渠道企业间合作的作用研究[J].预测,2009,28(4):28-33.
[39]Achrol R S,Gundlach G T.Legal and Social Safeguards Against Opportunism in Exchange[J].Journal of Retailing,1999,75(1):107-124.
[40]Li J J,Poppo L,Zhou K Z.Relational Mechanisms,Formal Contracts,and Local Knowledge Acquisition by International Subsidiaries[J].Strategic Management Journal,2010,31(4):349-370.
[41]Abdi M,Aulakh P S.Do Country-Level Institutional Frameworks and Interfirm Governance Arrangements Substitute or Complement in International Business Relationships[J].Journal of International Business Studies,2012,43(5):477-497.
[42]Hillebrand B,Woolthuis R K,Nooteboom B.Trust,Contract and Relationship Development[J].Organization Studies,2005,26(6):813-840.
[43]张闯,张涛,庄贵军.渠道关系强度对渠道权力应用的影响---关系嵌入的视角[J].管理科学,2012,25(3):56-68.
[44]Galaskiewicz J,Wasserman S.Mimetic Processes within an Interorganizational Field:An Empirical Test[J].Administrative Science Quarterly,1989,34(3):454-479.
[45]Lusch R F,Brown J R.Interdependency,Contracting,and Relational Behavior in Marketing Channels[J].The Journal of Marketing,1996,60(4):19-38.
[46]Liu Yi,Luo Yadong,Liu Ting.Governing BuyerSupplier Relationships Through Transactional and Relational Mechanisms:Evidence from China[J].Journal of Operations Management,2009,27(4):294-309.
[47]Chen B R,Chiu Y S.Interim Performance Evaluation in Contract Design[J].Economic Journal,2013,123(569):665-698.
[48]Cai Shaohan,Yang Zhilin,Hu Zuohao.Exploring the Governance Mechanisms Of Quasi-Integration In Buyer-Supplier Relationships[J].Journal of Business Research,2009,62(6):660-666.
[49]夏春玉,杜楠,张闯.契约型农产品渠道中的契约治理、收购商管控与农户绩效[J].经济管理,2015(1):87-97.
[50]张闯,李骥,关宇虹.契约治理机制与渠道绩效:人情的作用[J].管理评论,2014,26(2):69-79.
[51]Mesquita L F,Brush T H.Untangling Safeguard and Production Coordination Effects In Long-Term Buyer-Supplier Relationships[J].Academy of Management Journal,2008,51(4):785-807.
[52]Luo Yadong.Contract,Cooperation and Performance in International Joint Ventures[J].Strategic Management Journal,2002,23(10):903-919.
[53]Geyskens I,Steenkamp J E B M.Economic and Social Satisfaction:Measurement and Relevance to Marketing Channel Relationships[J].Journal of Retailing,2000,76(1):11-32.
[54]Marsden P V.Models and Methods in Social Network Analysis[M].New York:Cambridge University Press,2005:8-30.
[55]Shaver K G.Principles of Social Psychology[M].Psychology Press,2015.
[56]张闯,林曦,庄贵军.渠道边界人员对渠道网络的认知机制及其对渠道行为的影响:多案例研究[J].营销科学学报,2014,10(03):32-50.
[57]温忠麟,侯杰泰,马什.结构方程模型检验:拟合指数与卡方准则[J].心理学报,2004,36(2):186-194.
[58]Achrol R S,Stern L W.The Environment of Marketing Channel Dyads:A Framework for Comparative Analysis[J].Journal of Marketing,1983,47(4):55-67.