【作者】 刘益； 沈勇；

【Author】 Liu Yi, Shen Yong (School of Management, Xi’an Jiaotong University, Xi’an, 710049)

【机构】 西安交通大学管理学院；

【摘要】 近年来对态度性承诺及其前因、结果的研究已引起学者们的高度关注,成为关系营销领域的研究焦点之一。然而对于供应商算计性承诺与其控制机制使用间的关系受到何种因素的影响与调节的研究却相对缺乏。本文研究了中国供应商--制造商关系中供应商算计性承诺与控制机制使用间的关系,并从中国具体的渠道情境出发,研究了私人关系和环境不确定性对于这一影响关系的调节作用。通过对中国家电行业249对供应商与制造商间关系的问卷调查,采用因子分析和多元回归的方法对概念模型及假设进行了验证。本文研究结果表明:(1)供应商的算计性承诺水平越高,其越多采用契约控制,越少采用关系规范控制。(2)供应商与制造商间良好的私人关系将减弱算计性承诺的供应商对制造商契约控制的使用;增强对制造商关系规范控制的使用。(3)高度的环境不确定性将促使算计性承诺的供应商更少地采用契约控制;而更多地采用关系规范控制来协调与制造商的关系。本文对于认识供应商承诺背后的算计性动机与其使用不同控制机制的关系,以及认识私人关系这一在中国渠道和商业活动中起着重要作用的变量和渠道成员普遍面临的环境不确定性变量对这一关系的影响具有重要的理论和现实意义。更多还原

【Abstract】 For recent years, most researches have pay attention on the studies of attitudinal commitment and its antecedents and consequences, which has become one of research focuses in the relational marketing domain. However, extant studies have neglected which factor may affect and moderate the relationship between suppliers’ calculative commitment and their use of control mechanism. This article examines the relationship between supplier’s calculative commitment and its use of control mechanisms, and investigates the moderating effects of Guanxi and environment uncertainties on the relationship in the context of Chinese marketing channel. Through factor analysis and multi-regression analysis, the model and six hypotheses proposed are tested using data collected from 249 dyads of suppliers and their manufacturers in Chinese household electrical appliances sectors. The research reached the conclusions as: (1)the stronger the suppliers’ calculative commitment, the more the use of contractual control and the less the use of norms control. (2)The close Guanxi with manufacturer will weakens the tendency of a supplier using contracts on its manufacturer; and strengthen the tendency of a supplier using relational norms on its manufacturer. (3) high environmental uncertainties will spur a supplier with calculative commitments less use of contracts; and more use of relational norms to coordinate the relationship with its manufacturer. The research has drawn both theoretical and managerial implications for opening out the relationship between the calculative incentive behind the supplier’s commitments and its use of two different control mechanisms, and for deeply understanding the moderating effects of both Guanxi and the environment uncertainties on the relationships.更多还原