| 专用资产、关系规范对渠道中机会主义行为影响的实证研究 |
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| 引用本文： | 彭雷清,张丽娜.专用资产、关系规范对渠道中机会主义行为影响的实证研究[J].广东商学院学报,2008(6). |
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| 作者姓名： | 彭雷清 张丽娜 |
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| 作者单位： | 广东商学院工商管理学院,广东,广州,510320 |
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| 基金项目： | 广东省哲学社会科学规划项目 |
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| 摘 要： | 就渠道关系中的专用资产、关系规范对机会主义行为之间影响的实证研究表明：经销商的专用资产投资会对制造商机会主义行为产生显著的正向影响；制造商本身的专用资产投资会限制其产生机会主义的倾向；双方的关系规范对于制造商的机会主义行为有直接的负面影响，它能很好地抑制制造商的机会主义。制造商专用资产投资也可以影响经销商专用资产投资的效果，它同样使专用资产投资产生了“剥夺”和“粘合”两种不同的效应。
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| 关 键 词： | 专用资产 关系规范 机会主义行为 |
An Empirical Study of the Impact of Specific Assets and Relationship Norms on the Opportunity Behavior in the Channel |
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| PENG Lei-qing,ZHANG Lina.An Empirical Study of the Impact of Specific Assets and Relationship Norms on the Opportunity Behavior in the Channel[J].Journal of Guangdong Business College,2008(6). |
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| Authors: | PENG Lei-qing ZHANG Lina |
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| Abstract: | The empirical study of the impact of specific assets and relationship norms in the channel relationship upon the opportunity behavior showed that:dealers' transaction-specific investment has a significantly positive impact on manufacturers' opportunism;manufacturers' transaction-specific investment will have limitations to their opportunity tendencies;Relationship norms have a directly negative impact on manufacturers' opportunity behavior,it can restrict manufacturers' opportunism very well.Manufacturers' transaction-specific investment also affects the effect of dealers' transaction-specific investment,at the same time,it can make transaction-specific investment produce two different kinds of effects such as "deprivation" and "bonding". |
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| Keywords: | specific assets relationship norms opportunity behavior |
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