网络外部性、专用性投资与机会主义行为——双边锁定与关系持续
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财经研究 2008 年 第 34 卷第 08 期, 页码：121 - 133
摘要
参考文献
摘要
机会主义行为是营销研究核心问题之一。文章通过模型分析表明,渠道购买商网络外部性引起的正反馈循环会使销售商被"锁定",这种被"锁定"的专用性投资进而会导致购买商攫取"准租"的机会主义行为,不考虑关系持续和双边锁定,实证研究验证了模型结论。但渠道双方都发生专用性投资时,机会主义行为会受到限制;另外,渠道关系期限也有效地缓解专用性投资"锁定"导致的机会主义行为。
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①对转换成本的有兴趣的读者参见Klemperer(1995)。
②进一步了解“锁定”效应可参见Hart和Moore(1990)及Bragelien(2002)。
[2]Amiya Basu,Tridib Mazumdar,S P Raj.Indirect network externality effects on productattributes[J].Marketing Science,2003,22(2):209-221.
[3]Katz M,Shapiro C.Network externalities,competition and compatibility[J].Ameri-can Economic Review,1985,75(3):425-440.
[4]帅旭,陈宏民.具有网络外部性的产品兼容性决策分析[J].管理工程学报,2004,18(1):35-38.
[5]Shankar V,Bayus B L.Networks effects and competition:An empirical analysis ofhome video game industry[J].Strategic Management Journal,2003,24(4):375-419.
[6]Lohtia.Ritu,Charles M Brooks,Robert E Krapfel.What constitutes a transaction-spe-cific?An examination of the dimensions and types[J].Journal of Business Research,2003,30(7):261-270.
[7]Anderson Erin,Barton Weitz.Make or buy decisions:Vertical integration and market-ing productivity[J].Sloan Management Review,1983,27(1):3-19.
[8]Ghosh Mrinal,George John.Governance value analysis and marketing strategy[J].Journal of Marketing,1999,63:131-145.
[9]Wathne Kenneth H,Heide Jan B.Opportunism interfirm relationships:Firms,out-comes and solutions[J].Journal of Marketing,2000,64(10):36-51.
[10]Rokkan Rokkan Aksel I,Heide Jan B,Wathne Kenneth H.Specific investments inmarketing relationships:Expropriation and bonding effects[J].Journal of MarketingResearch,2003,40(2):210-224.
[11]Achrol Ravi S,Gregory T Gundlach Legal.Social safeguards against opportunism inexchange[J].Journal of Retailing,1999,75(1):107-124.
[12]Stump Rodney L,Jan B Heide.Controlling supplier opportunism in ndustrial relation-ships[J].Journal of Marketing Research,1996,33(11):431-441.
[13]Heide Jan B,Anne S Miner.The shadow of the future:Effects of anticipated interac-tion and frequency of contact on buyer-seller cooperation[J].Academy of ManagementJournal,1992,35(2):265-291.
[14]Gerbing David W,James C Anderson.An updated paradigm for scale development in-corporating unidimensionality and its assessment[J].Journal of Marketing Research,1988,25(5):186-192.
[15]Bagozzi Richard P,Youjae Yi.On the evaluation of structural equation models[J].Journal of the Academy of Marketing Science,1988,16(1):74-94.
[16]Irwin Julie R,Gary H McClelland.Misleading heuristics and moderated multiple re-gression models[J].Journal of Marketing Research,2001,38(2):100-109.
[17]Schoonhoven Claudia B.Problems with contingency theory:Testing assumptions hid-den within the language of contingency‘Theory,’[J].Administrative Science Quarter-ly,1981,26(9):349-377.
[18]Williamson Oliver E.The economic institutions of capitalism:Firms,markets,rela-tional contracting[M].New York:The Free Press,1985:109-121.
①对转换成本的有兴趣的读者参见Klemperer(1995)。
②进一步了解“锁定”效应可参见Hart和Moore(1990)及Bragelien(2002)。
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高维和. 网络外部性、专用性投资与机会主义行为——双边锁定与关系持续[J]. 财经研究, 2008, 34(8): 121–133.
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