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| How Does Guanxi Affect Opportunistic Behaviors in Marketing Channels? A Study from the Perspective of Indigenous Culture |
| ZHANG Chuang，XU Jia，DU Nan，ZHOU Nan |
| 1. Dongbei University of Finance & Economics, Dalian, Liaoning, China; 2. China Business Executives Academy, Dalian, Liaoning, China; 3. City University of Hong Kong, Hong Kong, China |
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Abstract From the perspective of Chinese indigenous culture, this study empirically tests the effect of three dimensions of guanxi, i.e., renqing, mianzi and ganqing on opportunistic behaviors, as well as the moderating role of marketing uncertainty in the contractual channel of agricultural products. Research findings show that, renqing, mianzi and ganqing between farmers and the buyer firm negatively and significantly influence farmers’ opportunistic behaviors, moreover, ganqing fully mediates the influence of renqing and mianzi on farmers’ opportunistic behaviors; and marketing uncertainty positively moderates the relationship between ganqing and farmers’ opportunistic behaviors. Based on the findings, the study proposes a conceptual framework of the role of ganqing in channel relationships.
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Received: 21 March 2016
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2016, Vol. 13 
