供应商角色绩效与经销商感知公平：社会互动及合同的调节作用

文章探讨了由供应商—经销商构成的渠道关系中，供应商角色绩效对经销商感知公平（分配公平和程序公平）的影响及社会互动与合同对上述关系的调节作用，并进一步考察了经销商感知公平对其绩效的影响。实证研究结果显示：供应商角色绩效可以显著地提高经销商对分配公平的感知，但在提高经销商感知程序公平方面作用不显著；社会互动可以强化供应商角色绩效在提高经销商感知公平方面的作用；合同可以强化供应商角色绩效在提高经销商感知分配公平方面的作用，但无法强化供应商角色绩效对经销商感知程序公平的作用；经销商感知的分配公平可以显著地提高其绩效，但感知的程序公平对其绩效无显著影响。研究结论从渠道情境的角度解释了以往实证研究与理论观点不一致的原因，丰富了现有渠道公平的研究，也为供应商如何有效利用其角色绩效以提高经销商的感知公平提供指导意见。

Supplier Role Performance and Distributor Perceived Fairness:The Moderating Effects of Social Interaction and Contracts

This study focuses on the effects of supplier role performance on the distributor’s perceived fairness, as well as the moderating effects of social interaction and contracts on the above relationships. It also explores the effects of the distributor‘s perceived fairness on its channel performance. Findings show that: supplier role performance can significantly improve distributive fairness perceived by the distributor, but cannot increase the distributor’s perceived procedural fairness; social interaction can enhance the effects of the supplier role performance on distributive and procedural fairness perceived by the distributor; contracts can deepen the effects of supplier role performance on the distributive fairness perceived by the distributor but not supplier role performance on the procedural fairness perceived by the distributor; the distributive fairness perceived the distributor can enhance its channel performance, but the procedural fairness perceived by the distributor cannot improve its channel performance. The findings not only help to enrich the existing channel fairness research, but also provide guidelines on how to improve the function of the supplier role performance to enhance the distributor perceived fairness.