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渠道建言作为经销商重要的角色外行为，能够帮助制造商掌握不断变化的市场信息，及时调整渠道管理策略，对双方合作关系的持续发展和绩效提升具有重要现实意义。本文主要讨论经销商渠道建言(即渠道促进性建言和渠道抑制性建言)对渠道关系质量的影响，并将制造商德行纳入经销商建言的研究框架，探究制造商德行对渠道促进性建言、抑制性建言与渠道关系质量之间关系的调节作用。基于435份中国制造企业的调研数据进行实证分析，研究结果发现，渠道促进性建言和抑制性建言对渠道关系质量均有正向影响，且促进性建言对渠道关系质量的影响比抑制性建言的影响更强；调节检验结果显示，制造商德行会削弱促进性建言对渠道关系质量的正向作用，制造商德行会增强抑制性建言对渠道关系质量的正向作用。文章最后讨论了研究的理论意义及其对渠道管理实践的现实意义。
Abstract：Channel voice, as an important extra-role behavior of distributors, helps manufacturers grasp evolving market information and adjust channel management strategies in a timely manner. This has significant practical implications for the sustainable development of bilateral cooperation and performance improvement. This study mainly examines the influence of distributor channel voice behaviors — namely channel promotive voice and channel prohibitive voice — on channel relationship quality. It also incorporates manufacturer morality into the research framework to explore its moderating role in the relationships between the two types of channel voice and channel relationship quality. Based on empirical analysis of survey data from 435 Chinese manufacturing firms, the results show that both channel promotive voice and channel prohibitive voice have positive effects on channel relationship quality, with promotive voice exerting a stronger impact than prohibitive voice. The moderation analysis reveals that manufacturer morality weakens the positive effect of channel promotive voice on channel relationship quality, whereas it strengthens the positive effect of channel prohibitive voice on channel relationship quality. The paper concludes by discussing the theoretical implications of the findings and their practical significance for channel management.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2026.04.001
中图分类号:F274
引用信息:
[1]丰超,何勇,陈慧.渠道建言与渠道关系质量：制造商德行的调节作用[J].商业经济与管理,2026,No.414(04):4-16.DOI:10.14134/j.cnki.cn33-1336/f.2026.04.001.
基金信息:
国家自然科学基金面上项目“数智赋能的渠道治理：治理效果、机制协同与负面效应干预”(72572085);国家自然科学基金青年项目“数智时代的员工-AI协作：构念测量、前因组态与影响机制研究”(72502116);国家自然科学基金青年项目“企业社交媒体行为如何影响跨组织治理?基于多层次匹配视角”(72102107); 江苏省社会科学基金青年项目“数智赋能江苏低空经济产业链供应链韧性提升的机制及对策研究”(25GLC019); 中央高校基本科研业务费专项资金“分层分类分阶段视域下高校干部多元化培训体系构建研究：以南航为例”(NZ2025004)
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