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中国营销渠道中私人关系对渠道权力使用的影响 预览 被引量:63

Impact of personal guanxi on exercises of power in China marketing channels
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摘要 以营销渠道行为理论中关于权力的讨论为基础,实证性地探讨在中国的营销渠道中私人关系对权力使用的影响.研究结果发现:第一,供应商代表与零售商相关人员的私人关系对零售商使用非强制性权力无显著性影响;第二,供应商代表与零售商相关人员的私人关系对零售商使用强制性权力有显著的负向的影响.最后,讨论了研究结果的应用. Based the theory of power in marketing channels, this paper investigated the impact of personal guanxi on exercises of power in the context of China marketing channels. It was found that the personal guanxi between the reps of suppliers and the relevant persons of retailers did not have significant influence on the retailers' exercises of noncoercive power, but it did have both significant and negative affect on retailers' exercises of coercive power. The implications of the findings are suggested.
作者 庄贵军 席酉民 ZHUANG Gui-jun, XI You-min School of Management, Xi'an Jiaotong University, Xi'an 710049, China
出处 《管理科学学报》 CSSCI 2004年第6期 52-62,共11页 Journal of Management Sciences in China
基金 国家自然科学基金,国家自然科学基金
关键词 私人关系 营销渠道行为 权力 权力使用 personal guanxi behaviors of marketing channels power exercises of power
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