Research On The Impact Of Channel Boundary Personnel's Unfair Perception On The Tolerance Of Opportunistic Behavior

The prevalence of opportunistic behavior has seriously affected the channels of the harmonious relationship,which has became the channel governance ills.Review of the research literature on the opportunism behavior of channel members,We can found,Previous studies have proved that there is a close relationship between channel members and channel opportunism behavior.Good channel relationship can restrain the opportunism behavior,and vice versa.However,the existing research has neglected the problem of the tolerance of opportunism behavior in the actual marketing channels,To the opportunism behavior,The personnel of channel boundary exists on opportunism behavior of different degree of tolerance,especially the influence of unfair perception factors of channel boundary personnel on opportunism tolerance,which lacks of comprehensive research.Also,the relationship between the tolerance motivation and the opportunistic behavior of channel members is also a weak link in the existing research.In view of the above research gaps,this paper based on combing the relevant literature,based on psychological contract theory,transaction cost theory and other theoretical background,To link up the channel boundary people’s perception of unfairness and the tolerance of the behavior of the machine,And introduce the channel power and channel dependence two dependent variable,also the channel boundary personnel and work roles based on opportunistic behavior tolerance,puts forward the research model and research hypothesis.For the empirical part of the paper,we conducted a questionnaire survey to collect the work through the field research,Then,using statistical analysis software such as SPSS19.0 and AMOS22.0to analyze the collected data.Finally,according to the results of data processing hypothesis test.So we got the following conclusions:First,the unfair perception of channel boundary personnel has an important impact on the tolerance of each other’s opportunistic behavior,the different dimensions of unfair perception for opportunistic behavior tolerance is different.Channel boundary personnel unfair perception(procedural unfairness,interactional unfairness,unfair distribution)for the tolerance of other members‘opportunism behavior is different.The unfair distribution has negative impact on the tolerance of opportunism behavior,and procedural unfairness perception has anegative impact on the individual’s opportunistic behavior tolerance(OTI),Interaction unfairness perception has negative impact on the work based opportunistic behavior.This study extends the perspective of opportunistic behavior research,and the division of the three-dimensional degree of perception of injustice,deepening and expanding the division of the previous scholars on the dimension of unfair perception.tolerance(OTO).Second,channel members based on individual or work motivation is different,which leads to the tolerance of opportunism behavior is significantly different.Third,there is a difference between channel powers and channel dependence on the regulation of the unfair perception of the channel boundary and the tolerance of opportunism behavior.This is mainly manifested in: First,for the channel with a procedural unfairness perception oriented personnel,Whether to take the channel power or channel dependent regulation strategy,which will strengthen the channels of the other members of the behavior of the tolerance of opportunism;Second,channel boundary personnel with the result of unfair perception,For channel boundary personnel to strengthen the channels of the behavior of the other members of the party’s tolerance,channel dependence than the role of channel power is more obvious;In addition,for the channel boundary personnel with interactive unfair perception,The role of channel power in strengthening the opportunism behavior of channel members in the channel boundary,is better than the effect of channel dependence.In addition,there are two points are worth thinking about:(1)In view of the previous research on the definition of channel fairness in the relationship between the fair problem of marketing channel and the opportunism behavior,Under the Chinese social culture which pays attention to the face,the human relations,the relation,Also this paper introduces the unfair distribution of the result of decision making(result unfair),procedural unfairness with decision-making process as well as the interaction unfairness in the development of the program and the results of the transfer of interpersonal behavior,which improves the two dimensional structure of the equity of the channel.(2)This paper from the point of view of the tolerance of the boundary personnel to the opportunism behavior,put the concept of "tolerance" into the research model of channel relationship,and improve the research framework of channel relationship.