多因素驱动的供应商亲关系机会主义对品牌商长期合作导向的影响

摘要/Abstract

摘要： 基于自我决定理论和社会交换理论，从内外动机视角出发，通过情景实验分析了供应商亲关系机会主义（PRO）行为的动机及其对品牌商长期合作导向的影响。结果表明：组织间认同、供应商替代性感知以及供应商管理者的功利主义和相对主义均激发PRO行为，组织间认同与供应商替代性感知对PRO行为的作用受到利益相关者类型的影响；功利主义和相对主义会强化组织间认同与PRO行为以及供应商替代性感知与PRO行为之间的关系；供应商关系绩效在PRO行为对品牌商长期合作导向的负向影响中起部分中介作用。研究结论为企业理性认识PRO行为提供理论与实践启示。

关键词: 供应商, 亲关系机会主义, 多因素驱动, 长期合作导向, 品牌商

Abstract: Drawing on self-determination theory and social exchange theory, this study examines the internal and external factors that drive suppliers’ pro-relational opportunism (PRO) and the impact of PRO on the long-term orientation of brand firms. Scenario-based experiments are conducted to test the hypotheses. The results indicate that inter-organizational identification, suppliers’ perceived alternativeness, and managers’ utilitarianism and relativism all promote suppliers’ PRO. The effects of inter-organizational identification and suppliers’ perceived alternativeness on suppliers’ PRO are influenced by the types of stakeholders. Utilitarianism and relativism enhance the relationship between inter-organizational identification and suppliers’ PRO, as well as the relationship between supplier’s perceived alternativeness and PRO. Supplier’s relationship performance partially mediates the association between suppliers’ PRO and brand firms’ long-term orientation. The findings of this study provide theoretical and managerial implications for enterprises to gain a rational understanding of PRO behavior.

Key words: supplier, pro-relational opportunism, multi-determinants, long-term orientation, brand firm

孙倩雯, 徐丽群. 多因素驱动的供应商亲关系机会主义对品牌商长期合作导向的影响[J]. 管理评论, 2025, 37(2): 152-162.

Sun Qianwen, Xu Liqun. Multi-determinants of Suppliers’ Pro-relational Opportunism and Its Effects on Brand Firms’ Long-term Orientation[J]. Management Review, 2025, 37(2): 152-162.

参考文献

[1] Lee L. S., Zhong W. Opportunism, Identification Asymmetry, and Firm Performance in Chinese Interorganizational Relationships[J]. Management and Organization Review, 2020, 16(4):825-865
[2] Zhao D., Flora F. G., Wang L. The Impact of Contractual Governance on Forms of Opportunism[J]. Industrial Marketing Management, 2022, 102:89-103
[3] Shou Z., Gong Y., Zhang Q. How Boundary Spanners' Guanxi Matters:Managing Supply Chain Dependence in China[J]. International Journal of Operations & Production Management, 2022, 42(3):384-407
[4] Lumineau F., Jin J. L., Sheng S., et al. Asset Specificity Asymmetry and Supplier Opportunism in Buyer-Supplier Exchanges[J]. Journal of Business Research, 2022, 149:85-100
[5] Ried L., Eckerd S., Kaufmann L., et al. Spillover Effects of Information Leakages in Buyer-Supplier-Supplier Triads[J]. Journal of Operations Management, 2021, 67(3):280-306
[6] Zou Q., Wang Y. Understanding Opportunism in Buyer-Supplier-Supplier Triadic Relationships:The Role of Power Asymmetry[J]. Management Decision, 2022, 60(11):2952-2971
[7] Nguyen A., Cragg W. Interorganizational Favour Exchange and the Relationship between Doing Well and Doing Good[J]. Journal of Business Ethics, 2012, 105(1):53-68
[8] Troisi R., Alfano G. Proximity and Inter-firm Corruption:A Transaction Cost Approach[J]. Small Business Econnomics, 2023, 60(3):1105-1120
[9] Chen J. Y., Swathi R. B. The Effect of Unethical Behavior and Learning on Strategic Supplier Selection[J]. International Journal of Production Economics, 2015, 167:74-87
[10] Hunt S. D., Scott J. V. A General Theory of Marketing Ethics[J]. Journal of Macromarketing, 1986, 6(1):5-16
[11] 吕斐斐, 朱丽娜, 高皓, 等. "领头羊"效应?家族企业行业地位与绿色战略的关系研究[J]. 管理评论, 2020, 32(3):252-264 Lv F. F., Zhu L. N., Gao H., et al. Bellwether Effects? A Family Firm's Leading Position in an Industry and Green Strategies[J]. Management Review, 2020, 32(3):252-264
[12] Deci E. L., Ryan R. M. The "What" and "Why" of Goal Pursuits:Human Needs and the Self-determination of Behavior[J]. Psychological Inquiry, 2000, 11(4):227-268
[13] Ryan R. M., Deci E. L. Self-determination Theory and the Facilitation of Intrinsic Motivation, Social Development, and Well-being[J]. American Psychologist, 2000, 55(1):68-78
[14] Ireland R. D., Webb J. W. A Multi-theoretic Perspective on Trust and Power in Strategic Supply Chains[J]. Journal of Operations Management, 2007, 25(2):482-497
[15] Pearsall M. J., Ellis A. P. J. Thick as Thieves:The Effects of Ethical Orientation and Psychological Safety on Unethical Team Behavior[J]. Journal of Applied Psychology, 2011, 96(2):401-411
[16] 武梦超, 李随成. 三元采购情境下供应商创新贡献诱发机理研究[J]. 南开管理评论, 2022, 25(2):113-123 Wu M. C., Li S. C. The Inducing Mechanisms of Supplier Innovation Contribution in Triadic Sourcing Context[J]. Nankai Business Review, 2022, 25(2):113-123
[17] Blau P. M. Exchange and Power in Social Life[M]. New York:Wiley Press, 1964
[18] 张闯, 鄂嫚迪, 顾芳. 渠道建言:多层面驱动因素及其对渠道绩效的影响[J]. 南开管理评论, 2020, 23(2):169-180 Zhang C., E M. D., Gu F. Channel Voice:Multi-level Determinants and Effects on Channel Performance[J]. Nankai Business Review, 2020, 23(2):169-180
[19] Corsten D., Gruen T., Peyinghaus M. The Effects of Supplier-to-Buyer Identification on Operational Performance-An Empirical Investigation of Inter-organizational Identification in Automotive Relationships[J]. Journal of Operations Management, 2011, 29(6):549-560
[20] Ashforth B. E., Mael F. Social Identity Theory and the Organization[J]. Academy of Management Review, 1989, 14(1):20-39
[21] Ha B. C., Nam H. Ethical Judgments in Supply Chain Management:A Scenario Analysis[J]. Journal of Business and Industrial Marketing, 2016, 31(1):59-69
[22] Callanan G. A., Rotenberry P. F., Perri D. F., et al. Contextual Factors as Moderators of the Effect of Employee Ethical Ideology on Ethical Decision-making[J]. International Journal of Management, 2010, 27(1):52-75
[23] 钱丽萍, 高伟, 任星耀. 供应商专项投资对经销商长期导向的影响[J]. 管理评论, 2014, 26(6):163-176 Qian L. P., Gao W., Ren X. Y. Supplier's Transaction-specific Investments and Distributor's Long-term Orientation[J]. Management Review, 2014, 26(6):163-176
[24] 刘艳博, 耿修林. 环境不确定下的营销投入、企业社会责任与企业声誉的关系研究[J]. 管理评论, 2021, 33(10):159-170 Liu Y. B., Geng X. L. Research on the Relationship between Marketing Investment, Corporate Social Responsibility and Corporate Reputation under Uncertain Environment[J]. Management Review, 2021, 33(10):159-170
[25] Rungtusanatham M., Wallin C., Eckerd S. The Vignette in a Scenario-based Role-playing Experiment[J]. Journal of Supply Chain Management, 2011, 47(3):9-16
[26] Reidenbach R. E., Robin D. P. Some Initial Steps toward Improving the Measurement of Ethical Evaluations of Marketing Activities[J]. Journal of Business Ethics, 1988, 7(11):871-879
[27] Schuh S. C., Cai Y., Kaluza A. J., et al. Do Leaders Condone Unethical Pro-organizational Employee Behaviors? The Complex Interplay between Leader Organizational Identification and Moral Disengagement[J]. Human Resource Management, 2021, 60(6):969-989
[28] Dabholkar P. A. Incorporating Choice into an Attitudinal Framework:Analyzing Models of Mental Comparison Processes[J]. Journal of Consumer Research, 1994, 21(1):100-118
[29] 李研, 李东进, 马明龙. 促销购买限制的情境适用性研究——限时促销与限量促销的对比分析[J]. 营销科学学报, 2016, 12(2):58-74 Li Y., Li D. J., Mang M. L. Research on Situation Suitability of Promotion:A Comparative Analysis of Time-limited and Quantity-limited Promotions[J]. Journal of Marketing Science, 2016, 12(2):58-74
[30] Yen Y. X., Hung S. W. Why do Buyers Share Knowledge with Suppliers in New Product Development? Current and Alternative Supplier Antecedents[J]. Journal of Business-to-Business Marketing, 2017, 24(3):1-14
[31] Jones M. A., Mothersbaugh D. L., Beatty S. E. Switching Barriers and Repurchase Intentions in Services[J]. Journal of Retailing, 2000, 76(2):259-274
[32] Bercovitz J., Jap S. D., Nickerson J. A. The Antecedents and Performance Implications of Cooperative Exchange Norms[J]. Organization Science, 2006, 17(6):724-740
[33] Ganesan S. Determinants of Long-term Orientation in Buyer-Seller Relationships[J]. Journal of Marketing, 1994, 58(2):1-19
[34] Hayes A. F. Introduction to Mediation, Moderation, and Conditional Process Analysis:A Regression-based Approach[M]. New York:Guilford Press, 2013
[35] Schwartz M. S. Ethical Decision-making Theory:An Integrated Approach[J]. Journal of Business Ethics, 2016, 139(4):755-776
[36] 贾明, 向翼, 王鹤丽, 等. 从企业社会责任(CSR)到企业可持续商业(CSB):反思与未来[J]. 管理评论, 2023, 35(5):228-242 Jia M., Xiang Y., Wang H. L., et al. From Corporate Social Responsibility (CSR) to Corporate Sustainable Business (CSB):Reflection and Future[J]. Management Review, 2023, 35(5):228-242