渠道边界人员间关系对角色外利他行为的影响——基于移情关怀与观点采择的中介作用

The Impact of Interpersonal Relationship of Channel Boundary Spanners on Extra-Role Altruistic Behavior: Mediating Role Based on Empathic Concern and Perspective Taking

中文关键词:  营销渠道  边界人员间关系  移情关怀  观点采择  角色外利他行为

英文关键词:marketing channel  interpersonal relationship of boundary spanners  empathic concern  perspective taking  extra-role altruiic behavior

中文摘要:

      随着数字经济的到来,在线旅行社(OTA)得以迅猛发展,并日益成为旅游营销渠道中的重要组成部分。利用2020年对国内294家酒店关于OTA关系与行为感知的调查数据,建立了渠道边界人员间关系对角色外利他行为影响的结构方程模型,并基于移情关怀和观点采择两个维度,探讨了移情两维度在渠道边界人员间关系与角色外利他行为关系中的中介作用。实证结果表明:渠道边界人员间关系正向影响OTA的角色外利他行为,渠道边界人员间关系正向影响边界人员的移情关怀和观点采择；观点采择正向影响OTA的角色外利他行为,观点采择在渠道边界人员间关系与OTA的角色外利他行为之间起中介作用。因而,鼓励渠道边界人员发展良好的私人关系,将移情纳入企业考核标准,识别并运用角色外利他行为,是提高渠道绩效、实现渠道成员共赢的重要手段。

英文摘要:

      With the rapid development of digital economy, online travel agency (OTA) has gained a rapid growth and has increasingly become an important part of tourism marketing channels. Using the survey data collected from 294 China's hotels regarding OTA relationship and behavior perception in 2020, a structural equation model is established to test the impact of interpersonal relationship of channel boundary spanners on extra-role altruistic behavior. Moreover, this study examines the mediating role of empathic concern and perspective taking, the two dimensions of empathic concern, in the relationship between channel boundary spanners and extra-role altruistic behavior. The empirical result indicates that the relationship between channel boundary spanners has a positive impact on the extra-role altruistic behavior of OTA enterprises. The relationship between channel boundary spanners has a positive impact on empathic concern and perspective taking. The perspective taking has a positive effect on the extra-role altruistic behavior of OTA, and perspective taking plays a mediating role in the impact of interpersonal relationship between channel boundary spanners on the extra-role behavior of OTA. Therefore, the channel boundary spanners should be encouraged to develop good personal relationship, consider empathy as the evaluation criteria, and identify and apply extra-role altruistic behavior, which is the important means to improve channel performance and achieve a win-win situation for channel members. 