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。

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	宋锋森
	陈洁

关键词：企业声誉组织间信任渠道行为角色外利他行为

Abstract： 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.

Keywords： Corporate Reputation Inter-organizational Trust Channel Behavior Extra-role Altruistic Behavior

收稿日期 2018-08-15; 接受日期 ;

基金资助:国家自然科学基金应急管理项目(71840009);国家自然科学基金重点项目(71832008);国家自然科学基金面上项目(71472124)

作者简介: 宋锋森(1978— ),男,福建莆田人,博士(后),助理研究员,主要从事市场营销研究;陈洁(1974— ),女,四川乐山人,博士,教授,博士生导师,主要从事市场营销与风险投资研究。

引用本文:

宋锋森, 陈洁.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[J]. 经济经纬, 2019,4: 110-117

SONG Feng-sen, CHEN Jie.The Impact of Suppliers’ Corporate Reputation on Extra-role Altruistic Behavior of Distributors: The Mediating Effect of Trust[J] Economic Survey, 2019,V36(4): 110-117

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2019/V36/I4/110

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