【摘要】 文章以交易成本理论与企业资源基础观为理论基础,营销渠道中经销商的角色外利他行为为研究对象,检验了经销商依赖、公平感知对其角色外利他行为的影响关系。通过问卷调查,获得660个经销商的有效样本数据,应用SPSS18.0软件和多元层次回归方法对研究假设进行检验。研究结果表明:经销商依赖、分配公平、程序公平对其角色外利他行为均有显著的正向影响;经销商依赖对分配公平、程序公平与角色外利他行为的影响关系具有不同的调节作用,在经销商依赖程度高的情况下,分配公平对角色外利他行为的正向影响作用变强,程序公平对角色外利他行为的正向影响作用变弱。最后,文章讨论了研究结果与应用及未来的研究方向。更多还原

【Abstract】 Based on the transaction cost theory and resource-based view,this paper takes the dealer’s extra-role altruistic behavior as the study target in the marketing channel,and it examines the impact of the dealer’s dependence and perceived justice on extra-role altruistic behavior. By means of a survey,660 useable responses are obtained from dealers,and we test the research hypothesis by SPSS 18. 0 and multi-level regression method. The results show that,the dealer’s dependence,distributive justice and procedural justice have a significant positive effect on the extra-role altruistic behavior; the dealer’s dependence has different moderate effects on the relationship between distributive justice and procedural justice on extra-role altruistic behavior. When the dealer’s dependence is high,the positive impact of distributive justice on extra-role altruistic behavior becomes stronger,but the positive impact of procedural justice on extra-role altruistic behavior becomes weaker. Finally,results and implications are discussed.更多还原