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.
SONG Feng-sen,CHEN Jie. The Impact of Suppliers’ Corporate Reputation on Extra-role Altruistic Behavior of Distributors: The Mediating Effect of Trust. Economic Survey, 2019, 36(4): 0110.
2019, Vol. 36 
