摘要
本文研究了渠道中治理机制对知识转移质量不同维度的影响,以及边界代表关系的调节作用,并运用回归分析对来自中国家电行业的225对双边数据进行实证分析。研究发现,契约和专项投资都能够显著地促进知识转移的数量和真实性,然而,二者的相对有效性存在差异。契约更能够提升知识转移的数量,而专项投资则更有利于提升知识转移的真实性。同时,边界代表关系减弱了契约对知识转移质量的正向作用,加强了专项投资对知识转移质量的正向作用。研究为企业如何利用治理机制来有效提升渠道中的知识转移质量提供了有力的理论指导。
The paper investigates the effects of governance mechanisms on different dimensions of the quality of knowledge transfer in marketing channel, and the moderating effects of the relationships between boundary spanners. High quality of knowledge is the key basis for decision-making. However, it is difficult for any firm to own all the knowledge it needs, and much of which must be obtained from the other firms. In marketing channel, the suppliers in upstream have a large amount of key knowledge about products and technologies, and distributors in downstream have a large amount of key knowledge about consumers and development potential of market. Only both suppliers and buyers can transfer knowledge and ensure the quality of knowledge transfer, the goal of channel cooperation can be achieved. However, as the loose coupling relationship between buyers and suppliers, they have many considerations to transfer high quality of knowledge to each other, for example, the fear of the leakage of business knowledge and the loss of superiority resulting from knowledge transfer. As well as differences in the two divergent knowledge fields, knowledge transfer in marketing channel is not always happened autonomously. Therefore, how to promote high quality of knowledge transfer in marketing channel has become an important issue that firms must face. Previous studies have discussed knowledge transfer between firms, but there are still some research gaps. First, the studies are mostly carried out in horizontal alliances with relatively close cooperative relations, while, the vertical channel relationship is looser. Meanwhile, the needs and structure of knowledge is different, therefor, whether the results of existing studies are applicable to the vertical loose channel relationship is unknown. Second, in marketing channel relationship, the quality of knowledge transfer is the perceived value of knowledge that the recipient acquired, including two important dimensions of quantity and credibility. The quality of knowledge transfer has a decisive influence on the performance of knowledge transfer, which will affect the achievement of cooperative goals in turn. Therefore, compared with previous studies that only focus on whether knowledge transfer behavior occurs, exploring the quality of knowledge transfer between buyers and suppliers in marketing channel will have more theoretical and practical value. Third, the governance mechanisms in marketing channels are often used to control opportunism, conflicts, and relationship quality, little research pays attention to their effects on knowledge transfer, especially the quality of knowledge transfer. As mentioned above, we use regression analysis to test the matched survey data from 225 buyer-supplier dyads in the household appliance industry in China. The results show that both contracts and transaction-specific investments have positive effects on the quality of knowledge transfer. While, there are differences in the relative effectiveness of the two mechanisms. Contracts are more effective in improving the quantity of knowledge transfer, but transaction-specific investments are more effective in improving the credibility of knowledge transfer. Meanwhile, the relationships between boundary spanners reduce the positive effects of contracts on the quality of knowledge transfer, increasing the positive effects of transaction-specific investments on the quality of knowledge transfer. The study provides powerful theoretical implications about how to effectively utilize governance mechanisms to improve the quality of knowledge transfer.
作者
李瑶
史莹莹
张钰
张岳东
LI Yao;SHI Ying-ying;ZHANG Yu;ZHANG Yue-dong(School of Management,Tianjin University of Technology,Tianjin 300384,China;Business School,Hohai University,Nanjing 211100,China)
出处
《科学学研究》
CSSCI
CSCD
北大核心
2021年第10期1812-1820,共9页
Studies in Science of Science
基金
国家自然科学基金资助项目(71602145,71702046)
教育部人文社会科学研究基金(17YJC630219)。
关键词
契约
专项投资
知识转移质量
边界代表关系
contract
transaction-specific investment
quality of knowledge transfer
relationships between boundary spanners
