渠道控制机制如何抑制关系退出倾向——兼论竞争强度的调节作用
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外国经济与管理 2015 年 第 37 卷第 06 期, 页码：
摘要
参考文献
摘要
已有对渠道关系的研究大多聚焦于如何建立、发展及维持现有的合作关系，而较少考虑企业如何运用控制机制抑制渠道成员的关系退出倾向。本文考察了合同与关系规范对关系退出倾向的直接及交互作用，并进一步探讨了竞争强度对这两种控制机制与关系退出倾向间关系的调节作用。实证研究表明：合同的包容性对渠道成员的关系退出倾向具有正向影响，合同的约束力对渠道成员的关系退出倾向无直接影响，而关系规范对渠道成员的关系退出倾向具有负向影响。同时，关系规范不会弱化合同的包容性对渠道成员关系退出倾向的正向影响，但会强化合同的约束力对渠道成员关系退出倾向的负向影响；竞争强度会强化合同的包容性和约束力对渠道成员关系退出倾向的影响，但对关系规范与渠道成员关系退出倾向间的关系并无显著的调节作用。本文的研究结论丰富了现有的有关渠道中关系退出和控制机制的研究，为渠道成员了解合作关系为何走向结束以及如何采取有效的控制机制来进行规避提供了指导。
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［2］Chan R Y K,et al. Environmental orientation and corporate performance: The mediation mechanism of green supply chain management and moderating effect of competitive intensity［J］. Industrial Marketing Management,2012,41(4): 621-630.
［3］Cannon J P,et al. Contracts,norms,and plural form governance［J］. Journal of the Academy of Marketing Science,2000,28(2): 180-194.
［4］Dabholkar P A and Bagozzi R P. An attitudinal model of technologybased selfservice: Moderating effects of consumer traits and situational factors［J］. Journal of the Academy of Marketing Science,2002,30(3): 184-201.
［5］Dwyer F R,et al. Developing buyerseller relationships［J］. Journal of Marketing,1987,51(2): 11-27.
［6］Dyer J H and Singh H. The relational view: Cooperative strategy and sources of interorganizational competitive advantage［J］. Academy of Management Review,1998,23(4): 660-679.
［7］Frazier G L. Interorganizational exchange behavior in marketing channels: A broadened perspective［J］. Journal of Marketing,1983,47(4): 68-78.
［8］Ghoshal S and Moran P. Bad for practice: A critique of the transaction cost theory［J］. Academy of Management Review,1996,21(1): 13-47.
［9］Jap S D and Ganesan S. Control mechanisms and the relationship life cycle: Implications for safeguarding specific investments and developing commitment［J］. Journal of Marketing Research,2000,37(2): 227-245.
［10］Jaworski B J and Kohli A K. Market orientation: Antecedents and consequences［J］. Journal of Marketing,1993,57(3): 53-70.
［11］Kang B,et al. The effect of dissolution intention on buyerseller relationships［J］. Journal of Marketing Channels,2012,19(4): 250-271.
［12］Kim S K and Hsieh P H. Interdependence and its consequences in distributorsupplier relationships: A distributor perspective through response surface approach［J］. Journal of Marketing Research,2003,40(1): 101-112.
［13］Kleijnen M,et al. An assessment of value creation in mobile service delivery and the moderating role of time consciousness［J］. Journal of Retailing,2007,83(1): 33-46.
［14］Lai F,et al. Relational governance and opportunism in logistics outsourcing relationships: Empirical evidence from China［J］. International Journal of Production Research,2012,50(9): 2501-2514.
［15］Lee Y and Cavusgil S T. Enhancing alliance performance: The effects of contractualbased versus relationalbased governance［J］. Journal of Business Research,2006,59(8): 896-905.
［16］Liu Y,et al. Control mechanisms across a buyersupplier relationship quality matrix［J］. Journal of Business Research,2010,63(1): 3-12.
［17］Luo Y. Partnering with foreign firms: How do Chinese managers view the governance and importance of contracts?［J］. Asia Pacific Journal of Management,2002,19(1): 127-151.
［18］Mayer K J and Argyres N S. Learning to contract: Evidence from the personal computer industry［J］. Organization Science,2004,15(4): 394-410.
［19］Mia L and Clarke B. Market competition,management accounting systems and business unit performance［J］. Management Accounting Research,1999,10(2): 137-158.
［20］Morgan R M and Hunt S D. The commitmenttrust theory of relationship marketing［J］. Journal of Marketing,1994,58(3): 20-38.
［21］Palmatier R W,et al. Relationship velocity: Toward a theory of relationship dynamics［J］. Journal of Marketing,2013,77(1): 13-30.
［22］Ping R A. The effects of satisfaction and structural constraints on retailer exiting,voice,loyalty,opportunism,and neglect［J］. Journal of Retailing,1993,69(3): 320-352.
［23］Poppo L and Zenger T. Do formal contracts and relational governance function as substitutes or complements?［J］. Strategic Management Journal,2002,23(8): 707-725.
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［25］Wuyts S and Geyskens I. The formation of buyersupplier relationships: Detailed contract drafting and close partner selection［J］. Journal of Marketing,2005,69(4): 103-117.
［26］Yang D,et al. Dissolution intention in channel relationships: An examination of contributing factors［J］. Industrial Marketing Management,2012,41(7): 1106-1113.
［27］刘益,张志勇. 控制机制、态度性承诺与市场知识转移间关系研究［J］. 管理科学,2008,21(2): 2-8.
［28］任星耀,朱建宇,钱丽萍,等. 渠道中不同机会主义的管理: 合同的双维度与关系规范的作用研究［J］. 南开管理评论,2012,15(3): 12-21.
［29］万俊毅,敖嘉焯. 企业间交易治理机制研究述评与展望［J］. 外国经济与管理,2013,35(3): 25-27.
［30］熊焰. 控制机制、合作行为与供应商绩效关系研究［J］. 管理科学,2009,22(1): 30-38.
［31］张闯,杜楠,夏春玉,等. 渠道成员退出和呼吁: 感知公平与长期导向的作用［J］. 管理科学,2014,27(2): 108-117.
引用本文
钱丽萍, 罗小康, 杨翩翩. 渠道控制机制如何抑制关系退出倾向——兼论竞争强度的调节作用[J]. 外国经济与管理, 2015, 37(6): 0.
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