迫于压力还是敢于担当:基于意义给赋视角的分销商建言动因研究

鄂嫚迪, 王玉婷, 张闯

营销科学学报 ›› 2025, Vol. 5 ›› Issue (4) : 81-98.

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营销科学学报 ›› 2025, Vol. 5 ›› Issue (4) : 81-98.
研究论文

迫于压力还是敢于担当:基于意义给赋视角的分销商建言动因研究

  • 鄂嫚迪,王玉婷,张闯
作者信息 +

Pressure or Responsibility: Different Antecedents of Distributor Voice from the Sensegiving Perspective

  • E Mandio,WANG Yuting,ZHANG Chuang
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摘要

分销商主动向上游制造商建言能够帮助制造商洞察客户需求,改进渠道政策和提升渠道绩效。但由于制造商往往无法通过权力行使、契约规定或规范约束要求分销商建言,所以探讨分销商建言行为的动因尤为重要。本研究在意义给赋视角下探讨分销商渠道压力和渠道中心性对分销商抑制型和促进型建言的影响及边界条件。研究结果表明,分销商的渠道压力对其抑制型建言呈U型影响,并对其促进型建言有显著的消极影响;而分销商的渠道中心性对其抑制型建言和促进型建言都有显著的积极影响。分销商对制造商的相对依赖既可以削弱渠道压力对促进型建言的消极影响,也能够增强渠道中心性对两类建言的积极影响。

Abstract

The proactive voice of distributors to upstream manufacturers, can help manufacturers gain insights into customer needs, improve channel policies, and enhance overall channel performance. However, since manufacturers are often unable to require distributors to express their views through the exercise of power, contractual provisions or normative constraints. it is particularly important to explore the antecedents of distributor voice behavior. Based on the sensegiving perspective, this paper examines the effects of channel pressure and network centrality on two types of voice, as well as their boundary conditions. The results indicate that channel pressure of distributor has a U-shaped effect on prohibitive voice and a negative effect on promotive voice. The network centrality of distributor has a positive effect on both promotive and prohibitive voices. Interdependence asymmetry can not only weaken the negative effect of channel pressure on promotive voice, but also strengthen the positive effects of network centrality on both promotive and prohibitive voices.

关键词

渠道压力 / 渠道中心性 / 促进型建言 / 抑制型建言 / 相对依赖

Key words

channel pressure / network centrality / promotive voice / prohibitive voice / interdependence asymmetry

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导出引用
鄂嫚迪, 王玉婷, 张闯. 迫于压力还是敢于担当:基于意义给赋视角的分销商建言动因研究[J]. 营销科学学报. 2025, 5(4): 81-98
E Mandio, WANG Yuting, ZHANG Chuang. Pressure or Responsibility: Different Antecedents of Distributor Voice from the Sensegiving Perspective[J]. Journal of Marketing Science. 2025, 5(4): 81-98

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