权力合法性对营销渠道绩效的影响研究——基于弱势方合作的视角

Extant marketing channel researches have found that, the degree of power asymmetry in the marketing channel could increase the likelihood of power abusement, then eventually lead to channel conflicts, poor performance and even relationship break-down. However, being a most usual marketing channel structure, why the asymmetrical power structure could exist, maintain stability and even keep developing for a long time? This question had puzzled many marketing scholars and successfully aroused their research interests. Unlike extant studies, this research chooses to answer the above question from the weaker’s cooperation perspective, argues that the legitimacy of power, which means the weaker’s perceptions or judgements of the actions of the stronger are desirable, proper or appropriate, is just the key parameter of channel performance in the asymmetrical power structure. In other words, the legitimacy of power affects not only how the weaker act toward the stronger, but also how they understand them; hence, the channel performance improves. In this research, three sub-studies are arranged as follows: First, Study One aims to prove how the legitimacy of power affects the different levels of weaker’s cooperation, with the logical deduction method; Second, focusing on the weaker’s “self-control” process, Study Two tries to find out the mediation effect of compliance and opportunism between the legitimacy of power and channel performance, and the relationship between compliance and opportunism; Third, focusing on the weaker’s “self-direction” process, Study Three tries to find out the mediation effect of trust and distrust between the legitimacy of power and channel performance, and the relationship between trust and distrust.

之前的研究发现，营销渠道中权力结构的非对称性程度会提高强势方权力滥用的可能，导致冲突、渠道绩效降低甚至关系破裂。但是，作为一种最常见的渠道结构，为何非对称权力结构还能存在并且长时间地保持稳定和发展呢？这一问题引发众多学者关注。与其他研究不同，本文选择弱势方合作视角，认为上述问题的关键在于弱势方对强势方的权力合法性感知，即权力合法性会增强弱势方对强势方及其行为的理解和信心（心态），提高弱势方的合作意向（行为），并最终促进渠道绩效水平提升。本课题的具体研究内容包括：（1）论证权力合法性对弱势方不同合作层次的影响效应；（2）针对弱势方“自我控制行为”的过程，研究服从和机会主义行为在权力合法性与渠道绩效之间的中介效应，以及服从与机会主义行为的关系；（3）针对弱势方“自我调整心态”的过程，研究信任和不信任在权力合法性与渠道绩效之间的中介效应，以及信任与不信任的关系。

先前的研究及实践观察均发现，营销渠道中权力结构的非对称性程度会提高强势方权力滥用的可能，导致双方冲突、渠道绩效降低甚至关系破裂。但是，为何非对称权力结构在渠道实践中还能存在并且长时间地保持稳定？与其他研究不同，本研究基于合法性理论，同时以弱势方视角及合作导向切入，认为影响上述问题的关键在于弱势方对强势方的权力合法性感知，并继而讨论权力合法性通过影响弱势方合作行为（服从/机会主义行为）及心态（信任/不信任），最终影响渠道绩效的过程。.通过对283家样本企业的观察，本研究发现：（1）实效合法性和道德合法性均能提高弱势方合作水平并进而促进渠道绩效，而合作行为（服从/机会主义行为）以及合作心态（信任/不信任）中介了上述过程；（2）实效合法性对服从的影响要显著强于道德合法性对其的影响；（3）实效合法性对信任的解释力度要强于道德合法性；而道德合法性对不信任的解释力度则强于实效合法性；（4）服从和机会主义行为是相互独立的概念，高服从和高机会主义行为可以并存，即“阳奉阴违”；（5）信任和不信任亦是相互独立的概念，只有当实效合法性和道德合法性都很高时，弱势方才会出现高信任/低不信任；而当实效合法性和道德合法性中有一个较低时，弱势方会出现低信任/高不信任。.本研究的科学价值在于：（1）综合制度学派和社会心理学的理论基础，从弱势方合作导向视角对渠道权力问题进行了解读；（2）基于权力合法性从新的角度解释了“非对称权力结构为何能保持稳定和高绩效水平”这一问题，调和了现有研究结论之间的矛盾，提高了权力理论的解释力；（3）同时从弱势方角度和合作导向切入，为营销渠道中的弱势方研究提供了新视角；（4）将服从/机会主义行为以及信任/不信任这两对相互独立但又意义相背的变量引入研究框架，同时从弱势方行为和心态两个角度，解析了权力合法性影响弱势方不同合作选择乃至渠道绩效的过程机制，这有助于从整体上认识和理解弱势方合作。