本文探讨了由生产商一经销商构成的渠道关系中，双方专项投资不对等对机会主义行为的影响及正式化、参与和私人关系对上述影响的调节作用。根据来自中国汽车行业的调研数据验证了概念模型和假设。结果显示：（1）专项投资不对等会带来机会主义行为；（2）正式化和参与能够减弱上述关系；（3）私人关系中的感情、人情对上述关系没有显著的调节作用，面子则会强化上述关系。研究结论加深了对专项投资在渠道关系中影响的认识，扩展了渠道关系管理的研究，并对企业如何有效防范由专项投资不对等带来的机会主义行为具有指导意义。%This study investigates the effects of transaction-specific investments asymmetry on opportunism from the dyadic perspective. An analysis based on the data from Chinese automobile industry shows that: (1) transaction-specific investments asymmetry increases opportunism; (2) formalization and participation reduce the above positive relationship; (3) affection and renqing do not decrease the above positive relationship while mianzi increases the positive relationship. The findings enhance the understanding of the influences of transaction-specific investments on channel relationship, and expand the research field of channel relationship management. The conclusion provides important guidelines for managers on how to effectively prevent opportunism arising from transaction-specific investments asymmetry.
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