Specific Assets Investment And Extra-role Altruism Behavior

In the demand-oriented market economy,the competition between enterprises is increasingly intensified.It has evolved from the competition between individual enterprises to the competition between marketing networks.It is difficult for enterprises to survive in the fierce market competition by relying solely on individual strength,which makes them pay more attention to the acquisition of channel resources.To strengthen cooperation with channel members and establish long-term and stable channel relations has become an inevitable choice for enterprises to obtain sustainable competitive advantages.Correspondingly,this also puts forward requirements for cooperation and initiative of channel members.Channel members not only to perform the contract responsibility and obligation of the agreement but also be willing to act to each other beyond its role default active.This kind of behavior is called outside the role of altruistic behavior between organization(Interorganizational Extra-role Altruism Behaviors).Prior to this,the academic circle mainly focused on the altruistic behaviors of employees within organizations and groups.In recent years,some scholars have begun to pay attention to extra-role altruism behaviors among organizations.But extra-role altruism behaviors of channel members have received less attention than intra-role behaviors of channel members.In view of this,based on transaction cost theory and Chinese social psychology theory as the foundation,to the role of marketing channel dealers outside the altruistic behavior as the research object,we empirically examine the favor of extra-role altruism behavior directly affect to the dealer role outside,and with special assets investment dealers and distributors role altruistic behavior relationship adjustment.158 valid questionnaires from dealers were obtained through the survey.SPSS21.0 and SmartPLS3.0 were used to analyze the data and test the hypothesis.The results show that renqing and dealer's special assets investment have significant positive effects on dealer's extra-role altruism behavior.Renqing negatively regulated the relationship between special assets investment and altruistic behavior.The findings of this paper have important management implications for enterprise channel management:first,renqing plays an important role in China's commercial society.Enterprise managers should follow the law of renqing,encourage the establishment and maintenance of close renqing between border personnel,promote altruistic behavior outside the role and contribute to the stability of channel relations.Secondly,dealers should take the initiative to perform altruistic behaviors outside the role to obtain more returns after investing special assets in partners.At this time,the close renqing between the employees of both sides will weaken the above relationship,and the enterprise managers should timely conduct personnel transfer to avoid the negative impact of renqing.Enterprises need to strike a balance between specific assets investment and personal relationship to promote the development of long-term cooperation.