权力_冲突与合作_中国营销渠道中私人关系的影响作用

1,1,21,7100492,710061:,,,,,,;,,,:;;;;:F713150:A:1672-0334(2007)03-0038-10Power,ConflictandCooperation:TheImpactofPersonalGuanxiinaChineseMarketingChannelZHUANGGui2jun1,XIYou2min1,ZHOUXiao2lian21TheSchoolofManagement,XianJiaotongUniversity,Xian710049,China2MarketingDepartment,XianInstituteofFinanceandEconomics,Xian710061,ChinaAbstract:Basedthetheoryofmarketingchannelbehaviors,thispaperempiricallytestedtheimpactofin2terpersonalguanxionfirmsbehaviorsinaChinesemarketingchannel.Itfoundthattheguanxibetweentheboundaryindividualsoffirmsdidhavesignificantanddirectinfluenceonthefirmsbehaviorstowardeachotherinchanneldyads.Morespecifically,interactionsbetweenboundaryindividualsofthefirmspositivelyaffectafirmtousebothcoerciveandnoncoercivepowerovertheother;closenessinemotionbetweentheboundaryin2dividualsofthefirmspositivelyaffectafirmtousenoncoercivepower,negativelyaffectthechannelmemberstousecoercivepower,overtheother,andnegativelyaffectthefeltconflictbetweenthem.Inaddition,italsofoundthatinterpersonalguanxi(mainlyclosenessinemotion)hadpositivebutindirectimpactoncooperationbetweenthefirms.Keywords:interpersonalguanxi;marketingchannelbehaviors;exercisesofpower;conflict;cooperation:2006-12-16:(70121001);(70372051):(1960-),,,,,,:20320076JOURNALOFMANAGEMENTSCIENCESVol.20No.3June,20071[1,2],,[3],,[4][5][6],,[7],,,,,[813](guanxi),[9,14],KaleMcIntyre,,[15],[16,4];,,,,,[7],,,,,,21,,,,2.1,[17,18]ABB,AB,()AB,[1719]AB,,BA,BA,AB,6,[20,21],6,,[4],();,()2.2[22],()[23],3,1Figure1TheHypotheticalModel:933:[24],;,,,,;,,,,,;,,,,,[25],,,,[25],,2.3,,,,[2628],[2931],,,[29,30][20][16,32][33](counter2power)[20,34],2.4,,[35],,,;,,[3638][3638][39],2.5,,[1],,[40],,,,,,,33.11,,(),,[27,30,41,42]1H1,:(a),(b),,(boundarypersonnel),,,[7],,S1S2,R;s1s2S1S2,rR,S1RS2Rs1rs2rs1s2r,s1rs2r,,RS1S20420076,s1r,rRS1,s1,rRS1,,,s2r,rRS2,,s2,RS2,r,,,2H2,,:(a),(b)3.2(),,,;,,,,,[27,39,40]3H3:(a),(b),,,,,,,,,,,,4H4,3.3,,,,[40,43]5H5:(a),(b),[40],,,;,,,,6H6,,,7H7,44.16,,,;,;352,227,64.5%4.28,2030,7,,,(1),[4446],9,1()143:1Table1PersonalGuanxiScaleanditsReliabilityGX10.7877G1,#3-G2,0.4958G3()0.5271G4(),0.5962G5(),0.6239G60.5048G70.4810GX20.7157G8,()#0.5598G9,()#0.5598::1;2;3;4;5#3,,(GX1,7)(GX2,2)G1GX1,10.7,GX1GX2,,GX1GX2GX1,;GX2,(2)15(1;2;3;4;5),:,;,[27]8,6,=0.7224PW713[27],(1;2;3;4;5),,(ECPW)(ENPW)(0.3),ECPW6,=0.7599;ENPW7,=0.80252420076ECPWENPW(3)12,[47]15(1;2;3;4;5),7,=0.8944,CONF(4)15(1;2;3;4;5),[40]10,6,=0.7746COOP51(,,,),(REPtime),,11213332,,,;,2(SEM)Table2TheResultsofStructuralEquationModeling(SEM)REPtimePWGX1GX2ENPWECPWCONFR2ENPW0.250330.288330.128330.12530.0000.0000.178ECPW0.16333-0.285330.16733-0.229330.0000.0000.188CONF0.0000.000-0.001-0.172330.0650.572330.400COOP0.0000.0000.029-0.0020.25733-0.23033-0.265330.266ENPW0.250330.288330.128330.12530.0000.0000.178ECPW0.16333-0.285330.16733-0.229330.0000.0000.188CONF0.109-0.1450.104-0.2950.0640.572330.400COOP0.0000.178-0.0320.1620.24333-0.37733-0.264330.266:2=19.100,df=11,CMINDF=1.736,p=0.059;GFI=0.980,AGFI=0.936,RMSEA=0.057;3p0.05,33p0.01343:,(1)(0.288,p0.05),(-0.285,p0.05),H1,H1(2)(0.128,p0.05;0.167,p0.05);(0.125,p0.05),(-0.229,p0105),H2,H2(3)(0.572,p0.05),(p0.01),H3,H3bH3a(4)(-0.172,p0.05),(p0.05)H4,H4,H4(5)(0.257,p0.05),(-0.230,p0.05),H5,H5(6)(-01265,p0.05),H6,H6(7)(p0.05),H7,H76,7,H3aH7,6.1H3aH3a,,,[27,30,41,42],(),,,,(),()(,),,,,,6.2H7H7,,,,(2),,0.162(2),,,,(),(H2H5),(H2H3H5H6)6.3[4446]9,,,,,;,LeeDawes[9],,LeeDawes3,,,(),,,,,,4420076[25],,,,,,,,,,,,,,LeeDawes[9],,,,,,,,,,,,,,,,0.162(2),(),,6.4(1),,(2),,,,LeeDawes[9](3),,,,,,,,(4),(0.7)(),(1),(),,,,,(2),,,,,,,;,,,6.5(1),,,,(2),,,(3),([8]),,543:,7,,,,(),;,,():[1]SternLW,El2AnsaryA.MarketingChannels[M].NewJersey:Prentice2Hall,Inc.,1992.[2].:[J].,2000,(1):11-14.[3]HofstedeG.DimensionsofNationalCulturesinFiftyCountriesandThreeRegions[C]JBDeregowski,SDziurawise,REAnnies.ExpiscationsinCross2culturalPsychology,Lisse.TheNetherlands:Swets&Zeitliger,1983.[4]ZhuangGJ,ZhouN.TheRelationshipbetweenPow2erandDependenceinMarketingChannels:AChi2nesePerspective[J].EuropeanJournalofMarket2ing,2004,38(5/6):675-693.[5].[M].:,1948.[6],.[J].,1997,(7):282-337.[7],.:[J].(),2001,31(1):43-47.[8]ChadeeDD,ZhangBY.TheImpactofGuanxionExportPerformance:AStudyofNewZealandFirmsExportingtoChina[J].JournalofGlobalMarket2ing,2000,14(1/2):129-132.[9]LeeDY,DawesPL.Guanxi,Trust,andLong2termOrientationinChineseBusinessMarkets[J].JournalofInternationalMarketing,2005,13(2):28-43.[10]LeungTKP,LaiK,ChanRYK,WongYH.TheRolesofXinyongandGuanxiinChineseRelationshipMarketing[J].EuropeanJournalofMarketing,2005,39(5/6):528-565.[11]LuoY.Guanxi:Principles,Philosophies,andImpli2cations[J].HumanSystemsManagement,1997,16(1):43-51.[12]SuCT,SirgyJ,LittlefieldJE.IsGuanxiOrientationBad,EthicallySpeaking?AStudyofChineseEnter2prises[J].JournalofBusinessEthics,2003,44(4):303-312.[13]WongYH,TamJLM.MappingRelationshipsinChina:GuanxiDynamicApproach[J].JournalofBusiness&IndustrialMarketing,2000,15(1):57-67.[14],.[J].,2004,7(6):52-62.[15]KaleSH,McIntyreRP.DistributionChannelRela2tionshipsinDiversCultures[J].Internati