9170 
5760作为非对称权力营销渠道中数量占优的一方，弱势方对强势方权力行使的合法性感知和行为反应是影响渠道绩效的重要因素。本文基于观察者视角的合法性理论，探究了权力合法性对弱势方行为反应及营销渠道绩效的影响机制，试图从合作（服从）与非合作（机会主义行为）两个角度全面描述弱势方行为。通过对283家样本企业的观察，本研究证明了权力合法性对弱势方行为反应及营销渠道绩效的影响机制，同时观察到了权力合法性对弱势方服从和机会主义行为的不对称影响关系，并证实了“阳奉阴违”（高服从和高机会主义行为）现象的存在性及对渠道绩效的影响。
阳奉阴违？ 非对称权力渠道中的弱势方行为研究——基于权力合法性的视角
摘要
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引用本文
张慧, 张剑渝, 王立磊. 阳奉阴违？非对称权力渠道中的弱势方行为研究——基于权力合法性的视角[J]. 外国经济与管理, 2020, 42(11): 94-108.
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