论文部分内容阅读
营销领域大量的研究关注了企业间信任对企业绩效的积极作用。然而,以往的研究忽略了非最优信任对于渠道关系和企业绩效可能产生的负面影响。基于交易成本理论和关系交换理论,提出了供应商非最优信任水平——信任不足和信任过度——对渠道成员的信息交换和供应商经济满意的理论框架。利用中国家电市场的238份供应商调查数据,通过回归分析的方法对理论假设进行了实证检验。研究结果表明,供应商信任不足和信任过度对渠道成员间的信息交换和供应商的经济满意具有负向影响;同时渠道成员间信息交换对供应商信任不足和信任过度与其经济满意之间的关系具有中介作用。研究证明了企业间最优信任水平的重要性,揭示了非最优信任对于企业绩效的影响机理和影响路径,为企业决策和管理企业间信任提供了理论指导和管理启示。
Much research in the marketing area has focused on the positive impact of trust between firms on firm performance. However, previous studies ignore the possible negative impact of non-optimal trust on channel relationships and business performance. Based on the transaction cost theory and the theory of relationship exchange, this paper proposes a theoretical framework of supplier non-optimal trust level - under-trust and over-trust - information exchange among channel members and supplier’s economic satisfaction. Using the survey data of 238 suppliers in the Chinese home appliance market, the theoretical assumptions were tested empirically by means of regression analysis. The results show that the supplier trust and the excessive trust have a negative impact on the exchange of information among channel members and the supplier’s economic satisfaction. At the same time, the relationship between the channel members’ trust and supplier trust and over-trust and their economic satisfaction An intermediary role. The research proves the importance of the optimal trust level between enterprises, reveals the mechanism of non-optimal trust and its influence path, and provides theoretical guidance and management enlightenment for enterprises to make decisions and manage trust among enterprises.