Research On Determinants Of Distributor Opportunism

Distributor opportunism is an important part in research of marketing channel relationship.In recent theories, the governance of opportunism in marketing channel is the key point toimprove the channel performance and satisfaction. As the development of marketingindustry in China, many large-scale distributers which build a bridge between themanufacturers and consumers are taking high priority in channel. So, distributoropportunism has a great influence on channel performance and satisfaction. The presentresearch analyzes factors such as distributors’ behavior uncertainty, channel relationshipstage, commitment and trust to verify their importance to distributor opportunism. Thispaper will base on the formal research, take distributor role orientation, opportunismgovernance, dependent asymmetry and environment uncertainty as the factors of distributoropportunism and also take factors of role theory of sociology into channel opportunismresearch. This paper brings forward research hypothesis and constructs conceptual model,and test the factors that affect strategic information sharing of distributors empirically. Theresults show that in different level of dependence asymmetry and environment uncertainty,distributor role orientation and opportunism governance make different impacts ondistributors opportunism.