渠道边界人员不公平感知对机会主义行为容忍的影响研究

发布时间：2018-07-05 08:37

本文选题：程序不公平 + 结果不公平　；参考：《贵州财经大学》2017年硕士论文

【摘要】：渠道和谐关系的发展已经受到了盛行的渠道机会主义的严重影响,成为渠道治理的瓶颈。回顾有关渠道成员的机会主义行为的研究文献,可以发现,以往的研究已证明渠道成员与渠道机会主义行为之间存在紧密的关系,渠道机会主义行为受到良好的渠道关系的制约,反之则会滋生机会主义行为。但是,现有研究却忽略了现实营销渠道中对机会主义行为容忍的问题,对待机会主义行为,渠道边界人员普遍存在对其不同程度的容忍,特别是渠道边界人员不公平感知因素对机会主义行为容忍的影响问题,还缺乏较为全面深入的研究。同时,不同机会主义行为容忍动机与渠道成员机会主义行为之间的关系,也是现有研究中的薄弱环节。鉴于以上研究的空白,本文根据对相关文献的梳理,在心理契约理论、交易成本理论等理论背景的基础上,把渠道边界人员对不公平事件的感知和对机会主义行为的容忍相结合,并且引入了渠道权力和渠道依赖两个调节变量,以及渠道边界人员基于个人角色和工作角色对机会主义行为的容忍,提出了本文所要研究的理论模型及假设。在论文的实证研究部分,我们针对合适的对象进行实地调查,进行问卷收集工作,然后,对最终收集到的数据主要运用SPSS19.0和AMOS22.0等统计分析软件进行统计分析。最后,根据统计分析的数据结果与之前的假设进行检验。由此我们得到以下结论:第一,对于对方机会主义行为的容忍受到渠道边界人员对不公平感知的重要影响作用,不同维度的不公平感知对于机会主义行为容忍有所不同。不公平感知(程序不公平、互动不公平、结果不公平)对于对方成员机会主义行为容忍的作用有所差异。结果不公平感知对机会主义行为容忍具有负向影响,程序不公平感知对基于个人的机会主义行为容忍(OTI)具有负向影响,互动不公平感知对基于工作的机会主义行为容忍(OTO)具有负向影响。随着研究的深入为机会主义行为研究开启了新的大门,并且对不公平感知的三维度的划分,深化和拓展了以往学者对不公平感知维度的划分。第二,渠道成员基于个人或工作的动机不同,从而导致其对于机会主义行为的容忍呈现显著差异。第三,渠道权利和渠道依赖对渠道边界人员不公平感知与机会主义行为容忍的调节存在差异。主要表现在:第一,对于具有程序不公平感知取向的渠道边界人员,无论采取渠道权力还是渠道依赖调节策略,渠道对方成员机会主义行为的容忍会都受到加强;第二,对于具有结果不公平感知取向的渠道边界人员,对于强化渠道边界人员对渠道对方成员机会主义行为的容忍,渠道依赖比渠道权力的作用更明显;其次,对于具有互动不公平感知取向的渠道边界人员,渠道权力对于强化渠道边界人员对渠道对方成员机会主义行为容忍的作用,相对明显于渠道依赖的作用。此外,本文有以下两点值得思考:(1)本文针对以往有关营销渠道公平问题与机会主义行为之间关系的研究中有关渠道公平维度的界定,在注重面子、人情、关系的中国社会文化下,同时引入了与决策结果有关的分配不公平(结果不公平)、与决策程序有关的程序不公平以及与程序制定和结果传送时人际间行为有关的互动不公平,完善了以往有关渠道公平的二维结构。(2)本文从边界人员对机会主义行为容忍的角度,将“容忍”这一心理学概念纳入渠道关系的研究模型,完善了渠道关系的研究框架。
[Abstract]:The development of channel harmony has been seriously affected by the prevailing channel opportunism and the bottleneck of channel governance. A review of the research literature on opportunistic behavior of the channel members shows that the previous research has proved that there is a close relationship between channel members and channel opportunism and channel opportunism. In order to be restricted by good channel relations and vice versa, opportunism will be bred. However, the existing research ignores the problem of opportunism tolerance in the actual marketing channels, treats opportunistic behavior, and the channel boundary personnel generally have tolerance to different degrees, especially the unfair perception factors of the channel border personnel. There is still a lack of a more comprehensive and in-depth study on the impact of opportunistic behavior tolerance. At the same time, the relationship between different opportunistic behavior tolerance motivation and the opportunistic behavior of channel members is also the weak link in the existing research. On the basis of the theoretical background of cost - easy theory, it combines the perception of unfair events and tolerance to opportunistic behavior by the channel boundary personnel, and introduces two regulating variables, channel power and channel dependence, and the tolerance of channel boundary personnel to opportunistic behavior based on personal role and working angle color. In the empirical research part of the paper, we carry on the field survey to the suitable object and collect the questionnaire. Then, the final collected data are analyzed by statistical analysis software such as SPSS19.0 and AMOS22.0. The following conclusions are set up. Therefore, we get the following conclusions: first, the tolerance for the opportunistic behavior of the other party is affected by the important influence of the channel boundary personnel on the unfair perception, and the unfair perception of the different dimensions is different to the opportunistic behavior tolerance. There are differences in the role of opportunistic behavior tolerance of the other members. Results unfair perception has a negative impact on opportunistic behavior tolerance, procedural unfair perception has a negative impact on individual based opportunistic behavior tolerance (OTI), and interactive unfair perception has a negative impact on working based opportunistic behavior tolerance (OTO). As the research opens a new door to the study of opportunistic behavior, and the division of the three-dimensional degree of unfair perception, it deepens and expands the previous scholars' division of the unjust perception dimension. Second, the motivation of the channel members is different from the individual or work, which leads to its tolerance for opportunistic behavior. There are differences. Third, there are differences between channel rights and channel dependence on the regulation of unfair perception of channel border personnel and opportunistic behavior tolerance. The tolerance of the behavior will be strengthened; second, the channel boundary personnel who have the unjust perception of the results are more obvious to the channel boundary personnel to tolerate the opportunistic behavior of the channel members, and the channel dependence is more obvious than the channel power; secondly, the channel border personnel with interactive unfair perception orientation are the channel border personnel. In addition, the following two points are worth thinking: (1) this article is aimed at the relationship between marketing channel fairness and opportunism in the past. At the same time, under the Chinese social culture that pays attention to face, human feelings and relations, it introduces unfair distribution related to decision making (unfair results), unfair procedures related to decision-making procedures, and interaction with interpersonal behavior during the process of formulating and transmitting results, and improving the past two dimensional structure of fair channel. (2) From the point of view of the border personnel's tolerance to opportunism, this paper integrates the psychological concept of tolerance into the research model of the channel relationship and perfects the research framework of the channel relationship.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

【参考文献】