【摘要】 现有研究大多关注关系稳定性的正面作用,忽视了在现实的渠道系统中,零售商和供应商之间的关系稳定性也存在着某些负面的影响。本文通过探讨零售商的供应关系稳定性、信任与关系风险间的关系,研究了零售商在稳定供应关系中的风险来源。结果表明,关系稳定性的两个维度—关系长度和关系态度,通过友好信任路径能够降低零售商感知的关系风险,通过能力信任路径则会提高关系风险的感知水平。而良好的关系态度能够直接降低零售商感知的关系风险。本文的研究结论显示嵌入稳定关系中的零售商也面临着关系风险,并解释了该风险形成的路径及原因。更多还原

【Abstract】 Most previous literatures tend to focus on the benefits of a stable relationship and overlook its any possible negative effects in real channel system.This paper investigates the source of relational risk in a stable retailer-supplier relationship by explore the interrelationship between relationship stability,trust and relational risk.The results indicate that relationship length and relational attitude can reduce relational risk perceived by the retailers through the goodwill trust in their suppliers,but can increase the perceived relational risk through trust in their competence.A favorable relational attitude can directly lower relational risk.This paper makes it clear that retailers locked in a stable relationship will face relational risk,and it further identifies the reasons why relational risk is formed and paths from which relational risk comes.更多还原