【摘要】 以渠道行为理论、中国本土社会心理学理论和家长式领导理论为基础,从中国传统文化的视角提出供应商家长式行为导向这一构念,将其细分为立威行为导向和施恩行为导向两个维度,并在供应商—经销商关系中实证检验供应商家长式行为导向对经销商建言行为的影响以及人情的调节作用。以327份来自经销商的调查问卷为基础,研究结果显示:供应商家长式行为导向对经销商建言行为具有显著影响,立威行为导向会抑制经销商的建言行为,人情会削弱立威行为导向的抑制作用;而施恩行为导向会促进经销商的建言行为,人情会强化这一影响。更多还原

【Abstract】 Drawing on the marketing channel behavior, local social psychology and paternalistic leadership theories, this study proposes supplier’s Paternalistic Behavior Orientation from the perspective of Chinese traditional culture and subdivides it into two dimensions: Behavior Orientation of Inspiring Awe and Behavior Orientation of Granting Favors. This research empirically tests the influence of the supplier’s paternalistic behavior orientation on the distributor’s voice behavior and the moderating effect of Renqing. Based on the 327 samples of distributors, we find that the supplier’s paternalistic behavior orientation can significantly influence the distributor’s voice behavior. There is a significant negative influence of the awe-inspiring orientation on the distributor’s voice behavior. However, the favor-granting orientation positively affects the distributor’s voice behavior. We also find that Renqing has a moderating effect on these relationships.更多还原