私人关系、IT资源与渠道合作:分销商投机的权变影响

摘要/Abstract

摘要：

本研究以渠道投机、私人关系与信息系统相关研究为基础，对比了分销商投机较多和较少这两种情景下，制造商与分销商边界人员私人关系与制造商IT资源对双方渠道合作行为的不同影响。经由实地收集的数据实证研究发现：研究发现，第一，在分销商投机较多的情景中，私人关系要比IT资源更能有效促进双方共同制定计划与共同解决问题。第二，在分销商投机较少的情景中，IT资源要比私人关系更能有效促进双方共同制定计划与共同解决问题。最后，根据上述研究结论，给出了相关渠道管理建议。

关键词: 渠道投机, 信息技术, 私人关系, 渠道合作

Abstract:

Based on the studies of opportunism, personal relationship and information system, this paper investigates the different impacts of two cooperation facilitators (personal relationship of boundary people and IT resources of manufacturer) on the two types of channel cooperation (joint-planning and joint-problem-solving) in two different contexts of dealer's opportunism. With the data collected from manufacturers, two conclusions are drawn. First, in the context of high dealer's opportunism, personal relationship has a positive impact on joint-planning and joint-problem-solving while IT resources have no effect. Second, in the context of low dealer's opportunism, IT resources have a positive impact on joint-planning and joint-problem-solving while personal relationship does not function. Finally, managerial suggestions are given according to the conclusions.

Key words: opportunism, information technology, personal relationship, channel cooperation

张涛, 张闯. 私人关系、IT资源与渠道合作:分销商投机的权变影响[J]. , 2018, 30(10): 106-118.

Zhang Tao, Zhang Chuang. Personal Relationship, IT Resources and Channel Cooperation: The Contingent Impact of Dealer's Opportunism[J]. , 2018, 30(10): 106-118.

参考文献

[1] 庄贵军. 中国企业的营销渠道行为研究[M]. 北京:北京大学出版社, 2007
[2] Zhou K. Z., Xu D. How Foreign Firms Curtail Local Supplier Opportunism in China:Detailed Contracts, Centralized Control, and Relational Governance[J]. Journal of International Business Study, 2012,43(7):677-692
[3] Rindfleisch A., Antia K., Bercovitz J., et al. Transaction Costs, Opportunism, and Governance:Contextual Considerations and Future Research Opportunities[J]. Marketing Letters, 2010,21(3):211-222
[4] Hawkins T. G., Wittmann C. M., Beyerlein M. M. Antecedents and Consequences of Opportunism in Buyer-Supplier Relations:Research Synthesis and New Frontiers[J]. Industrial Marketing Management, 2008,37(8):895-909
[5] Crosno J., Dahlstrom R. A Meta-Analytic Review of Opportunism in Exchange Relationships[J]. Journal of the Academy of Marketing Science, 2008,36(2):191-201
[6] Willamson O. The Economic Institutions of Capitalism[M]. NY:The Free Press, 1985
[7] Dutta S., Bergen M., John G. The Governance of Exclusive Territories When Dealers Can Bootleg[J]. Marketing Science, 1994,13(1):83-99
[8] 庄贵军,刘宇. 渠道投机行为的相互性以及交易专有资产的影响[J]. 管理科学, 2010,(6):43-52
[9] Wathne K. H., Heide J. B. Opportunism in Interfirm Relationships:Forms, Outcomes, and Solutions[J]. Journal of Marketing, 2000,64(4):36-51
[10] Villena V. H., Revilla E., Choi T. Y. The Dark Side of Buyer-Supplier Relationships:A Social Capital Perspective[J]. Journal of Operations Management, 2011,29(6):561-576
[11] 庄贵军,席酉民,周筱莲. 权力、冲突与合作——中国营销渠道中私人关系的影响作用[J]. 管理科学, 2007,20(3):38-47
[12] 姚小涛,席酉民. 从个人关系到企业联盟关系:中间过程及其调节机制的实证研究[J]. 管理工程学报, 2009,23(4):1-5
[13] Wang G., Wang X., Zheng Y. Investing in Guanxi:An Analysis of Interpersonal Relation-Specific Investment (Rsi) in China[J]. Industrial Marketing Management, 2014,43(4):659-670
[14] 张涛,庄贵军,季刚. IT能力对营销渠道中关系型治理的影响:一条抑制渠道投机行为的新途径?[J]. 管理世界, 2010,(7):119-129
[15] 李苗,庄贵军,张涛,等. 企业间关系质量对关系型渠道治理机制的影响:企业IT能力的调节作用[J]. 营销科学学报, 2013,9(1):79-89
[16] 张涛,庄贵军. 企业IT能力对营销渠道控制机制的影响:基于RBV理论的一个研究框架[J]. 营销科学学报, 2014,35(1):67-80
[17] 庄贵军,李珂,崔晓明. 关系营销导向与跨组织人际关系对企业关系型渠道治理的影响[J]. 管理世界, 2008,(7):77-90
[18] 庄贵军,徐文,周筱莲. 关系营销导向对于企业营销渠道控制行为的影响[J]. 管理工程学报, 2008,22(3):5-10
[19] Wuyts S., Geyskens I. The Formation of Buyer-Supplier Relationships:Detailed Contract Drafting and Close Partner Selection[J]. Journal of Marketing, 2005,69(4):103-117
[20] Lai F., Tian Y., Huo B. Relational Governance and Opportunism in Logistics Outsourcing Relationships:Empirical Evidence from China[J]. International Journal of Production Research, 2011,50(9):2501-2514
[21] Dutta S., Heide J. B., Bergen M. Vertical Territorial Restrictions and Public Policy:Theories and Industry Evidence[J]. Journal of Marketing, 1999,63(4):121-134
[22] 庄贵军,铁冰洁. 营销渠道中企业间信任与承诺的循环模型:基于双边数据的实证检验[J]. 营销科学学报, 2010,4(3):1-20
[23] Brown J. R., Dev C. S., Lee D. J. Managing Marketing Channel Opportunism:The Efficacy of Alternative Governance Mechanisms[J]. Journal of Marketing, 2000,64(2):51-65
[24] 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
[25] Zhuang G., Xi Y., Tsang A. S. L. Power, Conflict, and Cooperation:The Impact of Guanxi in Chinese Marketing Channels[J]. Industrial Marketing Management, 2010,39(1):137-149
[26] 武志伟,陈莹. 关系专用性投资, 关系质量与合作绩效[J]. 预测, 2008,27(5):33-37
[27] Lovett S., Simmons L. C., Kali R. Guanxi Versus the Market:Ethics and Efficiency[J]. Journal of International Business Studies, 1999,30(2):231-247
[28] Gu F. F., Hung K., Tse D. K. When Does Guanxi Matter? Issues of Capitalization and Its Dark Sides[J]. Journal of Marketing, 2008,72(4):12-28
[29] Melville N., Kraemer K., Gurbaxani V. Information Technology and Organizational Performance:An Integrative Model of IT Business Value[J]. MIS Quarterly, 2004,28(2):283-322
[30] Claro D. P., Hagelaar G., Omta O. The Determinants of Relational Governance and Performance:How to Manage Business Relationships?[J]. Industrial Marketing Management, 2003,32(8):703-716
[31] Chen X., Wu J. Do Different Guanxi Types Affect Capability Building Differently? A Contingency View[J]. Industrial Marketing Management, 2011,40(4):581-592
[32] Vijayasarathy L. R., Robey D. The Effect of EDI on Market Channel Relationships in Retailing[J]. Information & Management, 1997,33(2):73-86
[33] Zhuang G., Zhou N. The Relationship between Power and Dependence in Marketing Channels:A Chinese Perspective[J]. European Journal of Marketing, 2004,38(5/6):675-693
[34] Fan Y. Questioning Guanxi:Definition, Classification and Implications[J]. International Business Review, 2002,11(5):543-561
[35] Park S. H., Luo Y. Guanxi and Organizational Dynamics:Organizational Networking in Chinese Firms[J]. Strategic Management Journal, 2001,22(5):455-477
[36] Millington A., Eberhardt M., Wilkinson B. Guanxi and Supplier Search Mechanisms in China[J]. Human Relations, 2006,59(4):505-531
[37] Peng M., Zhou J. How Network Strategies and Institutional Transitions Evolve in Asia[J]. Asia Pacific Journal of Management, 2005,22(4):321-336
[38] 黄光国,胡先缙. 人情与面子:中国人的权力游戏[M]. 北京:中国人民大学出版社, 2010
[39] Su C., Yang Z., Zhuang G., et al. Interpersonal Influence as an Alternative Channel Communication Behavior in Emerging Markets:The Case of China[J]. Journal of International Business Studies, 2008,40(4):668-689
[40] Chin W. W., Marcolin B. L., Newsted P. R. A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects:Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study[J]. Information Systems Research, 2003,14(2):189-217
[41] Byrd T. A., Turner D. E. Measuring the Flexibility of Information Technology Infrastructure:Exploratory Analysis of a Construct[J]. Journal of Management Information Systems, 2000,17(1):167-208
[42] Tippins M. J., Sohi R. S. IT Competency and Firm Performance:Is Organizational Learning a Missing Link?[J]. Strategic Management Journal, 2003,24(8):745-761
[43] Lusch R. F., Brown J. R. Interdependency, Contracting, and Relational Behavior in Marketing Channels[J]. Journal of Marketing, 1996,60(4):19-38
[44] Jap S. D., Anderson E. Safeguarding Interorganizational Performance and Continuity under Ex Post Opportunism[J]. Management Science, 2003,49(12):1684-1701