网络外部性、专用性投资与机会主义行为——双边锁定与关系持续

机会主义行为是营销研究核心问题之一。文章通过模型分析表明,渠道购买商网络外部性引起的正反馈循环会使销售商被"锁定",这种被"锁定"的专用性投资进而会导致购买商攫取"准租"的机会主义行为,不考虑关系持续和双边锁定,实证研究验证了模型结论。但渠道双方都发生专用性投资时,机会主义行为会受到限制;另外,渠道关系期限也有效地缓解专用性投资"锁定"导致的机会主义行为。

The Research of Network Externality, Asset Specificity,and Opportunism Behavior

Opportunism behavior is the core problem of marketing researching.The paper shows that seller will be locked in by positive feedback loop from network externality,and the buyer can acquire quasi-rent.The empirical results validate the model conclusion regardless of relation endurance and inter lock-in.The opportunism behaviors will be effectively governed,however,under the condition of dual specificity investment and channel enduring.