The Effect Study Of Face Behavior On Marketing Alliance Performance

Marketing alliances between enterprises have gradually become an important means for enterprises to enhance their competitive advantages in the market,which result in the research on influence factors of alliance performance is extensive.Some researchers proposed the concept of relationship capital as the relationship between alliance partners becoming more and more important.Meanwhile,the face,as sociological and psychological concept,has gradually come into sight of management scholars.It plays important role in establishment of relationship based its social function and mechanism through face behavior.Therefore,this paper tries to put face into the scope of marketing alliances on base of regarding the face behavior as independent variable,relationship capital as mediator and marketing alliance performance as dependent variable.Firstly,this paper summarizes the concepts and dimensions of relationship capital and face based on alliance and face related literature discussion.Secondly,according to both domestic and overseas literature,paper established measurement variables of face behavior,relationship capital and marketing alliance performance,which determine final questionnaire.Finally,after researching on 137 East China Normal University MBA students who had experience to operate marketing alliance,the paper use statistical analysis software SPSS and AMOS to do reliability and validity analysis,mediating effect testing,structural equation model testing,and come to following conclusions.1)Face-saving behavior positive effects on alliance partnership capital communication.Face-saving behavior positive effects on alliance partnership capital trust.Face-gaining behavior positive effects on alliance partnership capital commitment.2)Trust of alliance partner relationship capital plays a complete mediating role in the relationship between face-saving behavior and marketing alliance performance.Commitment of alliance partner relationship capital plays a complete mediating role in the relationship between face-gaining behavior and marketing alliance performance.3)In relationship capital between alliance partners,communication positive effects on trust,and trust also positive effects on commitment.Finally,this research deeply discussed these results.On the one hand,this study provided marketing alliance manager a new management perspective in the practice,which may contribute to building relationship capital with alliance partners,enhancing marketing alliance performance.One the other hand,there were several limitations during the progress of this researching from which we could get some directions and suggestions for future study.