个人影响力如何影响渠道合作绩效？基于企业多层次社会关系视角

摘要/Abstract

摘要： 在渠道行为理论中，渠道沟通策略一直是学术界关注的重要研究课题。本研究以制造商和经销商的渠道合作关系为研究情境，探讨制造商个人影响力对渠道合作绩效的影响，并根据差序格局理论，从企业多层次社会关系视角探讨这一影响关系的边界作用机制。本研究将问卷调查数据与二手数据相匹配，应用多种统计分析方法进行检验，研究结果表明：制造商个人影响力会提升渠道合作绩效；私人间关系和政企间关系会强化个人影响力对渠道合作绩效的正向影响，同时，政企间关系在其中的作用大于私人间关系；企业间关系对个人影响力与渠道合作绩效之间的关系并没有显著影响。

关键词: 个人影响力, 私人间关系, 企业间关系, 政企间关系, 渠道合作绩效

Abstract: In the channel behavior theory, channel communication strategy has always been an important research topic. This study takes the cooperative relationship between manufacturers and distributors as the research context, discusses the influence of manufacturers’ use of interpersonal influence on channel cooperative performance, and explores the boundary mechanism from the perspective of firms’ multilevel social relationships according to the orderly-diversity pattern theory. We match the questionnaire data with the secondary data, and apply a variety of statistical analysis methods to test the results. The results shows that, manufacturers’ use of interpersonal influence can promote channel cooperative performance; personal relationship and government-firm relationship will strengthen the positive relationship between interpersonal influence and channel cooperative performance, and the role of government-firm relationship is greater than that of personal relationship. Interfirm relationship has no significant effect on the relationship between interpersonal influence and channel cooperative performance. Finally, this study expounds the theoretical contribution, practical enlightenment and future research prospect.

Key words: interpersonal influence, personal relationship, interfirm relationship, government-firm relationship, channel cooperative performance

丰超, 何勇, 陈慧, 庄贵军. 个人影响力如何影响渠道合作绩效？基于企业多层次社会关系视角[J]. 管理评论, 2025, 37(10): 150-161.

Feng Chao, He Yong, Chen Hui, Zhuang Guijun. How does Interpersonal Influence Affect Channel Cooperative Performance? Based on the Perspective of Firms’ Multilevel Social Relationships[J]. Management Review, 2025, 37(10): 150-161.

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