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Dependence, Justice and Extra-Role Altruistic Behavior in the Marketing Channel |
WANG Yong,ZHOU Xiaolian,ZHANG Tao,LIU Zhouping |
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Abstract Based on the transaction cost theory and resource-based view, this paper takes the dealer's extra-role altruistic behavior as the study target in the marketing channel, and it examines the impact of the dealer's dependence and perceived justice on extra-role altruistic behavior. By means of a survey, 660 useable responses are obtained from dealers, and we test the research hypothesis by SPSS 18.0 and multi-level regression method. The results show that, the dealer's dependence, distributive justice and procedural justice have a significant positive effect on the extra-role altruistic behavior; the dealer's dependence has different moderate effects on the relationship between distributive justice and procedural justice on extra-role altruistic behavior. When the dealer's dependence is high, the positive impact of distributive justice on extra-role altruistic behavior becomes stronger, but the positive impact of procedural justice on extra-role altruistic behavior becomes weaker. Finally, results and implications are discussed.
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Received: 11 April 2016
Published: 15 July 2016
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Corresponding Authors:
WANG Yong
E-mail: yongwang0318@126.com
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