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

E Mandio, WANG Yuting, ZHANG Chuang

Journal of Marketing Science ›› 2025, Vol. 5 ›› Issue (4) : 81-98.

PDF(10175 KB)
PDF(10175 KB)
Journal of Marketing Science ›› 2025, Vol. 5 ›› Issue (4) : 81-98.
Research Papers

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

  • E Mandio,WANG Yuting,ZHANG Chuang
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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.

Key words

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

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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

Funding

国家自然科学基金面上项目(72172026)、国家社会科学基金重大项目(21&ZD120)
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