本文以交易成本理論等為理論基礎,應用AMOS 24.0軟件對660份問卷數據進行結構方程建模分析,探討了營銷渠道中的合同治理(合同詳盡性、合同監督)、渠道公平(分配公平、程序公平)與依賴對經銷商角色外利他行為的影響。研究表明:第一,合同的詳盡性、經銷商的合同監督對其感知的分配公平、程序公平均有顯著的正向影響;第二,經銷商感知的分配公平、程序公平對其角色外利他行為均有顯著的正向影響;第三,經銷商依賴會增強分配公平對角色外利他行為的正向影響,減弱程序公平對角色外利他行為的正向影響。第四,合同詳盡性和合同監督通過分配公平、程序公平促進經銷商的角色外利他行為。

Extra-role altruistic behaviors play important roles in developing and maintaining the longterm economic cooperation and exchange relationship in marketing channels.Previous studies have examined the impact of contractual governance on extra-role altruistic behaviors.However,the influence mechanism has not been explored.Moreover,the effects of different dimensions of contractual governance also need more investigation.Based on transaction cost theory,equity theory and resource-based view,a conceptual model is developed to describe the relationships among contractual governance(operationalized as contract complexity and contract monitoring),justice(including distributive justice and procedural justice),dependence and extra-role altruistic behavior from the perspective of distributors in marketing channels.To examine the proposed conceptual model,the survey data of 660 distributors is collected from household appliances industry of China.Analyzing the data by using structural equation modeling AMOS24.0,the impact of contract complexity and contract monitoring on distributive justice and procedural justice and the mediating roles of distributive justice and procedural justice on relationship between contractual governance and extra-role altruistic behavior is tested.The moderating role of distributor’s dependence on the supplier is also examined.The results show that,first,both contract complexity and contract monitoring positively affect distributor’s distributive justice and procedural justice.Second,two types of justice independently affects distributor’s extra-role altruistic behaviors.Third,distributor’s dependence moderates effects of distributive justice and procedural justice on extra-role altruistic behaviors in different ways such that,as distributor’s dependence increases,the positive impact of distributive justice on distributor’s extra-role altruistic behaviors would be stronger but the positive impact of procedural justice on distributor’s extrarole altruistic behaviors would be weaker.Finally,distributive justice and procedural justice mediate the effect of contractual governance(contract complexity and contract monitoring)on extra-role altruistic behaviors.The results not only fill the gaps in the literature of extra-role altruistic behaviors in marketing channels,but also suggest some managerial implications.It suggests suppliers to adopt proper contractual governance components in order to increase distributor’s perception of justice and hereafter induce distributor’s extra-role altruistic behaviors.