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| How Do Destructive Behaviors Take Effects on Channel Cooperation？Intensifying Conflict Or Destroying Mutual Trust |
| DONG Weiwei，SUN Jun，ZHUANG GuiJun |
| 1. Shanghai Institute of Technology, Shanghai, China; 2. Xi’an Jiaotong University, Xi’an, China |
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Abstract Based on destructive view, we explore the effects of unfair and opportunistic behavior on cooperation, and analyze the mediating role of inter-organizational trust and channel conflict. Taking manufactures-distributorss as research samples and based on 211 samples from manufacturers, this study tested the hypotheses by multiple regression analysis. The results show that, unfair behavior plays a negative role on cooperation, through the part mediating roles of reducing inter-organizational trust and intensifying channel conflict; however, opportunistic behavior has no significant effect on cooperation with the mediating role of inter-organizational trust and channel conflict, but it can intensify channel conflict. Meanwhile, inter-organizational trust and channel conflict have significant effects on channel cooperation.
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Received: 16 December 2015
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2016, Vol. 13 
