| 营销渠道中合同详尽性对角色外利他行为的影响——信任与投机的中介作用 |
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| 引用本文： | 王勇,庄贵军,沈璐.营销渠道中合同详尽性对角色外利他行为的影响——信任与投机的中介作用[J].统计与信息论坛,2016(2):101-106. |
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| 作者姓名： | 王勇 庄贵军 沈璐 |
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| 作者单位： | 1. 西安交通大学管理学院，陕西西安710049; 西安财经学院商学院，陕西西安710100;2. 西安交通大学管理学院,陕西西安,710049 |
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| 基金项目： | 国家自然科学基金面上项目，国家自然科学基金重点项目，国家自然科学基金青年项目 |
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| 摘 要： | 以营销渠道行为理论为基础,探讨合同详尽性对经销商角色外利他行为的影响,并提出了信任与投机行为在合同详尽性与角色外利他行为关系间起中介作用。以中国家电行业经销商为调研对象,运用多元回归分析方法对660份有效问卷进行分析,研究结果表明:合同详尽性对经销商角色外利他行为具有显著的正向影响,经销商信任、供应商投机行为在合同详尽性与角色外利他行为之间起到部分中介作用。
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| 关 键 词： | 营销渠道 合同 角色外利他行为 信任 投机行为 |
The Impact of Contract Explicit on Extra-role Altruism Behavior in Marketing Channel:The Mediate Effect of Trust and Opportunism |
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| Abstract: | Based on the theory of marketing channel behavior , this paper discusses the impact of contract explicit on distributor's extra‐role altruism behavior in marketing channel and puts forward the mediate effect of trust and opportunism between them .It takes distributors as market survey target in China's household appliance industry and uses multiple regression analysis to empirically test 660 usable data ,the results show that there is a significant positive influence between contract explicit and distributor's extra‐role altruism behavior .Only distributor's trust and supplier's opportunism have a partial mediating role between contract explicit and distributor's extra‐role altruism behavior . |
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| Keywords: | marketing channel contract extra-role altruism behavior trust opportunism |
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