本文選題：程序不公平 + 結(jié)果不公平��； 參考：《貴州財經(jīng)大學(xué)》2017年碩士論文

【摘要】：渠道和諧關(guān)系的發(fā)展已經(jīng)受到了盛行的渠道機會主義的嚴重影響,成為渠道治理的瓶頸�；仡櫽嘘P(guān)渠道成員的機會主義行為的研究文獻,可以發(fā)現(xiàn),以往的研究已證明渠道成員與渠道機會主義行為之間存在緊密的關(guān)系,渠道機會主義行為受到良好的渠道關(guān)系的制約,反之則會滋生機會主義行為。但是,現(xiàn)有研究卻忽略了現(xiàn)實營銷渠道中對機會主義行為容忍的問題,對待機會主義行為,渠道邊界人員普遍存在對其不同程度的容忍,特別是渠道邊界人員不公平感知因素對機會主義行為容忍的影響問題,還缺乏較為全面深入的研究。同時,不同機會主義行為容忍動機與渠道成員機會主義行為之間的關(guān)系,也是現(xiàn)有研究中的薄弱環(huán)節(jié)。鑒于以上研究的空白,本文根據(jù)對相關(guān)文獻的梳理,在心理契約理論、交易成本理論等理論背景的基礎(chǔ)上,把渠道邊界人員對不公平事件的感知和對機會主義行為的容忍相結(jié)合,并且引入了渠道權(quán)力和渠道依賴兩個調(diào)節(jié)變量,以及渠道邊界人員基于個人角色和工作角色對機會主義行為的容忍,提出了本文所要研究的理論模型及假設(shè)。在論文的實證研究部分,我們針對合適的對象進行實地調(diào)查,進行問卷收集工作,然后,對最終收集到的數(shù)據(jù)主要運用SPSS19.0和AMOS22.0等統(tǒng)計分析軟件進行統(tǒng)計分析。最后,根據(jù)統(tǒng)計分析的數(shù)據(jù)結(jié)果與之前的假設(shè)進行檢驗。由此我們得到以下結(jié)論:第一,對于對方機會主義行為的容忍受到渠道邊界人員對不公平感知的重要影響作用,不同維度的不公平感知對于機會主義行為容忍有所不同。不公平感知(程序不公平、互動不公平、結(jié)果不公平)對于對方成員機會主義行為容忍的作用有所差異。結(jié)果不公平感知對機會主義行為容忍具有負向影響,程序不公平感知對基于個人的機會主義行為容忍(OTI)具有負向影響,互動不公平感知對基于工作的機會主義行為容忍(OTO)具有負向影響。隨著研究的深入為機會主義行為研究開啟了新的大門,并且對不公平感知的三維度的劃分,深化和拓展了以往學(xué)者對不公平感知維度的劃分。第二,渠道成員基于個人或工作的動機不同,從而導(dǎo)致其對于機會主義行為的容忍呈現(xiàn)顯著差異。第三,渠道權(quán)利和渠道依賴對渠道邊界人員不公平感知與機會主義行為容忍的調(diào)節(jié)存在差異。主要表現(xiàn)在:第一,對于具有程序不公平感知取向的渠道邊界人員,無論采取渠道權(quán)力還是渠道依賴調(diào)節(jié)策略,渠道對方成員機會主義行為的容忍會都受到加強;第二,對于具有結(jié)果不公平感知取向的渠道邊界人員,對于強化渠道邊界人員對渠道對方成員機會主義行為的容忍,渠道依賴比渠道權(quán)力的作用更明顯;其次,對于具有互動不公平感知取向的渠道邊界人員,渠道權(quán)力對于強化渠道邊界人員對渠道對方成員機會主義行為容忍的作用,相對明顯于渠道依賴的作用。此外,本文有以下兩點值得思考:(1)本文針對以往有關(guān)營銷渠道公平問題與機會主義行為之間關(guān)系的研究中有關(guān)渠道公平維度的界定,在注重面子、人情、關(guān)系的中國社會文化下,同時引入了與決策結(jié)果有關(guān)的分配不公平(結(jié)果不公平)、與決策程序有關(guān)的程序不公平以及與程序制定和結(jié)果傳送時人際間行為有關(guān)的互動不公平,完善了以往有關(guān)渠道公平的二維結(jié)構(gòu)。(2)本文從邊界人員對機會主義行為容忍的角度,將“容忍”這一心理學(xué)概念納入渠道關(guān)系的研究模型,完善了渠道關(guān)系的研究框架。
[Abstract]:The development of channel harmony has been seriously affected by the prevailing channel opportunism and the bottleneck of channel governance. A review of the research literature on opportunistic behavior of the channel members shows that the previous research has proved that there is a close relationship between channel members and channel opportunism and channel opportunism. In order to be restricted by good channel relations and vice versa, opportunism will be bred. However, the existing research ignores the problem of opportunism tolerance in the actual marketing channels, treats opportunistic behavior, and the channel boundary personnel generally have tolerance to different degrees, especially the unfair perception factors of the channel border personnel. There is still a lack of a more comprehensive and in-depth study on the impact of opportunistic behavior tolerance. At the same time, the relationship between different opportunistic behavior tolerance motivation and the opportunistic behavior of channel members is also the weak link in the existing research. On the basis of the theoretical background of cost - easy theory, it combines the perception of unfair events and tolerance to opportunistic behavior by the channel boundary personnel, and introduces two regulating variables, channel power and channel dependence, and the tolerance of channel boundary personnel to opportunistic behavior based on personal role and working angle color. In the empirical research part of the paper, we carry on the field survey to the suitable object and collect the questionnaire. Then, the final collected data are analyzed by statistical analysis software such as SPSS19.0 and AMOS22.0. The following conclusions are set up. Therefore, we get the following conclusions: first, the tolerance for the opportunistic behavior of the other party is affected by the important influence of the channel boundary personnel on the unfair perception, and the unfair perception of the different dimensions is different to the opportunistic behavior tolerance. There are differences in the role of opportunistic behavior tolerance of the other members. Results unfair perception has a negative impact on opportunistic behavior tolerance, procedural unfair perception has a negative impact on individual based opportunistic behavior tolerance (OTI), and interactive unfair perception has a negative impact on working based opportunistic behavior tolerance (OTO). As the research opens a new door to the study of opportunistic behavior, and the division of the three-dimensional degree of unfair perception, it deepens and expands the previous scholars' division of the unjust perception dimension. Second, the motivation of the channel members is different from the individual or work, which leads to its tolerance for opportunistic behavior. There are differences. Third, there are differences between channel rights and channel dependence on the regulation of unfair perception of channel border personnel and opportunistic behavior tolerance. The tolerance of the behavior will be strengthened; second, the channel boundary personnel who have the unjust perception of the results are more obvious to the channel boundary personnel to tolerate the opportunistic behavior of the channel members, and the channel dependence is more obvious than the channel power; secondly, the channel border personnel with interactive unfair perception orientation are the channel border personnel. In addition, the following two points are worth thinking: (1) this article is aimed at the relationship between marketing channel fairness and opportunism in the past. At the same time, under the Chinese social culture that pays attention to face, human feelings and relations, it introduces unfair distribution related to decision making (unfair results), unfair procedures related to decision-making procedures, and interaction with interpersonal behavior during the process of formulating and transmitting results, and improving the past two dimensional structure of fair channel. (2) From the point of view of the border personnel's tolerance to opportunism, this paper integrates the psychological concept of tolerance into the research model of the channel relationship and perfects the research framework of the channel relationship.
【學(xué)位授予單位】：貴州財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

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