营销渠道中的合同使用、交易不确定性与关系绩效

钱丽萍; 廖如玉

doi:doi:10.16538/j.cnki.fem.20201203.301

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外国经济与管理

主编：李增泉

常务副主编：郑春荣

副主编：阴慧芳贺小刚刘建国

ISSN：1001-4950

刊号：31-1063/F

创刊于1979年，是面向国内外公开发行的管理类学术期刊。

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营销渠道中的合同使用、交易不确定性与关系绩效

钱丽萍1, 2, 廖如玉1

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外国经济与管理 2021 年第 43 卷第 06 期, 页码：43 - 56 DOI:10.16538/j.cnki.fem.20201203.301

出版日期：2021年6月20日

摘要

参考文献

摘要

目前许多研究认为精心设计的合同起到了减少交易不确定性、提高绩效等重要作用，但是关于合同使用，即企业使用合同管理渠道关系的频率或者程度，以往研究关注相对较少。结合交易成本理论和当前的研究现状，本研究利用393家中国计算机及其零件行业经销商的问卷数据，建立了不确定性环境下合同使用与营销渠道关系绩效之间的关系模型，探讨了合同使用对关系绩效的直接作用以及相互依赖、互惠规范、需求不确定性对合同使用效果的影响。研究结果表明，合同使用有助于提高关系绩效，相互依赖可以放大合同使用的作用效果，而互惠规范和需求不确定性则会削弱合同使用的作用效果。本文不仅拓展了渠道关系管理及合同治理领域的研究，而且为企业管理渠道关系提供了有益指导。

关键词

营销渠道; 合同使用; 交易不确定性; 关系绩效

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引用本文

钱丽萍, 廖如玉. 营销渠道中的合同使用、交易不确定性与关系绩效[J]. 外国经济与管理, 2021, 43(6): 43-56.

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