A Study Of The Impact Of Individual Factors On Channelist Behavior On Tolerance To Opportunistic Behavior

Have a good channel relationship is important guarantee for normal operation and management of the enterprise.And most of the communication and cooperation between enterprises is the personnel of channel boundary(that is,in the enterprise procurement personnel and sales personnel)directly to complete.So the border personnel is very important role in the channels.This thesis is based on "GUANXI" cultural background and social economic system in China,to be marketing theory to ignore and widely existing problems in the marketing practice-marketing personal factors on the opportunism behavior of the personnel of channel boundary may tolerate the influence of the empirical research.From the individual level,this study explore the border personnel to tolerate the influence factors of opportunistic behavior.This research mainly based on the theory of tolerance zone,specialized assets theory and the theory of marketing ethics in reading a large number of literature as the theory basis for both the marketing scholars,understands the concept of the personnel of channel boundary and personal factors of dimension tolerance,opportunistic behavior and channel behavior of current research results,based on the predecessors' research results on border personnel individual factors,combined with China's unique cultural background of "GUANXI",divides the personal factors for border personnel representative three dimensions the interests of the individual,the perceived risk and personal guidance,and the border personnel individual factors are analyzed in detail.Select the channel power and channel in the channel behavior depend on the two dimension variable as a moderator variable.Border personnel based on the theory of role of opportunism tolerance is divided into two dimensions based on personal motivation and based on the work motivation.According to the research achievements of predecessors,and constructs the marketing personal factors on the opportunism behavior of the personnel of channel boundary model the influence of tolerance,state the hypothesis,through empirical analysis,the channel of distributors procurement staff and sales staff as the research object of this study,data collected for the exploratory factor analysis(EFA),analysis of structural equation model(SEM)and confirmatory factor analysis(CFA),analysis of the proposed assumption is verified.This study proposed the conclusion is:(1)personal factors,the personnel of channel boundary(personal interests,perceived risk and personal guidance)tolerance for opportunistic behavior(different)impact;(2)channels to the other members of the power and the dependence on its positive adjustment individual factors influencing the opportunism behavior tolerance;(3)personal factors on the personnel of channel boundary based on different motivation(personal or work)on the tolerance of opportunism behavior of the influence of different level.