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| The Impact of Governance Mechanisms and Interorganizational Guanxi on Extra-Role Altruistic Behavior in the Marketing Channel |
| WANG Yong，ZHUANG Guijun，YANG Naiding，SUN Shuwen |
| 1. Northwestern Polytechnical University, Xi’an, China;2. Xi’an University of Finance and Economic, Xi’an, China;3. Xi’an Jiaotong University, Xi’an, China |
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Abstract Based on transaction cost theory and social exchange theory, this study takes the distributor’s extra-role altruistic behavior as the study target in the marketing channel, and develops a conceptual model to describe the relationships among contract complexity, trust, interorganizational guanxi and extra-role altruistic behavior. To examine the conceptual model proposed, an empirical research was conducted by using survey data collected from marketing channel managers of distributors in household appliance industry of China, and 457 useable responses are obtained. SPSS 21.0 and multi-level regression method are used to test six hypotheses. The results show that contract complexity has an inverted-U shape relationship on the extra-role altruistic behavior and both trust and interorganizational guanxi will increase extra-role altruistic behavior. Moreover, contract complexity and trust have a negative interactive effect on extra-role altruistic behavior, thus the two types of governance mechanisms function as substitutes. Lastly, interorganizational guanxi negatively moderates the relationship between contract complexity and extra-role altruistic behavior.
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Received: 28 March 2018
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