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| Impacts of Long-term Orientation on Contract Mechanism Curbing Channel Opportunism |
| ZHOU Yin,ZHUANG Gui jun,PENG Qian |
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Abstract Based on the theory of relationship marketing and marketing channel behavior, this paper empirically tests the direct and interactive effects of manufacturers’ long-term orientation on complete contract and the dealers’ opportunism. It comes to the following conclusions: A firm’s long-term orientation improves the completeness of a contract and influences the relationship between contract and opportunism. Although term specificity in a contract has no direct impact, it impacts opportunism under the interaction of long-term orientation. Term specificity inhibits opportunism when long-term orientation is at a low level, but it promotes opportunism when long-term orientation is at a high level. Contingency adaptability has a negative impact on opportunism and this negative relationship is enhanced as long-term orientation increases.
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Received: 06 December 2012
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Corresponding Authors:
ZHOU Yin
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2013, Vol. 1 
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