Abstract
In the background of marketing channel power asymmetry structure, this article discuss the relation between power dominant member’s use of power mechanism and the opportunism behavior of both Power disadvantage member and the power dominant member itself, and test whether distributive fairness perception and procedural fairness perception have moderate effects on this relation. The result shows that, the power dominant member’s use of coercive power will increase the opportunistic tendency of both sides; in contrast, the power dominant member’s use of noncorecive power will inhibit such tendency. Distributive fairness perception and procedural fairness perception negatively moderate the relation between power dominant member’s use of noncorecive power and power disadvantage member’s opportunism. Procedural fairness perception also negatively moderates the relation between power dominant member’s use of coercive power and the other side’s opportunism.
This research is supported by the National Natural Science Foundation of China (# 70872117).
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Tian, Y., Chen, S. (2009). How Power Mechanism Influence Channel Bilateral Opportunism. In: Shi, Y., Wang, S., Peng, Y., Li, J., Zeng, Y. (eds) Cutting-Edge Research Topics on Multiple Criteria Decision Making. MCDM 2009. Communications in Computer and Information Science, vol 35. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-02298-2_103
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DOI: https://doi.org/10.1007/978-3-642-02298-2_103
Publisher Name: Springer, Berlin, Heidelberg
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