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| Contract Governance, Trust and the Dealer's Extra-role Altruism Behavior:The Moderating Effects of Flexibility Norm and Solidarity Norm in Channel Relationships |
| ZHANG Chuang,ZHOU Jing,DU Nan |
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Abstract Based on the theory of plural governance, the paper explores the moderating effects of flexibility and solidarity norms on the influence of formal contract governance as well as trust on the dealer's extra-role altruism behavior, respectively. It also explores the effect of a dealer's extra-role altruism behavior on its performance. We obtain 158 useful responses from a sample of dealers through a survey and test the hypothesis with SPSS17.0 and AMOS18.0. The results show that: contract governance has a positive effect on the dealer's extra-role altruism behavior, which is positively moderated by the flexibility norm; trust has a positive effect on the dealer's extra-role altruism behavior, which is positively moderated by the solidarity norm; the dealer's extra-role altruism behavior enhances its own performance. Finally, this paper provides some suggestions for channel management and some possible future research.
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Received: 12 April 2016
Published: 15 July 2016
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| Fund:National Nature Science Foundation of China：The study of dynamic transformation of knowledge evolution on strategic entrepreneurship |
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Corresponding Authors:
ZHANG Chuang
E-mail: blackzhang317@163.com
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2016, Vol. 
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