Based on the theories of corporate reputation, organizational citizenship behavior and channel behavior governance, this paper puts forward a conceptual model of the relationship among supplier’s corporate reputation, contractual governance and distributor’s extra-role altruistic behavior. Taking distributors as the sample, 214 valid research data were obtained through questionnaire survey, and the research hypotheses were tested by hierarchical regression analysis. The empirical results show that the different dimensions of supplier’s corporate reputation have significant positive impacts on the distributor’s extra-role altruistic behaviors. At the same time, contractual governance plays a different regulatory role in the relationship between supplier’s corporate reputation and distributor’s extra-role altruistic behaviors. Contractual governance weakens the incentive effect of the distribution capability reputation and innovation ability on the distributor’s extra-role altruistic behaviors, and strengthens the positive effect of fair-trade reputation on it. The results show that suppliers should utilize the reputation governance to stimulate the distributor’s extra-role altruistic behaviors, and pay close attention actively to the boundary conditions of contractual governance in the process, and implement differentiation strategies to improve the channel governance performance.