渠道成員退出與呼籲: 感知公平與長期導向的作用

Under the background of relationship marketing, few studies are concerned about relationship dissolution. We intro- duce channel fairness and long-term orientation into the research frame of the responses to channel relationship problems and ex- plore the effects of perceived fairness （ distributive fairness and procedural fairness） on exit and voice of channel members, as well as the mediating role of long-term orientation. Taking supplier-dealer relationship as research samples and based on 144 sur- vey data from dealers, this study test hypotheses by SPSS 17 and malfiple regression analysis. Findings show that long-term ori- entation plays a partial mediating role between perceived distributive fairness and exit and a full mediating role in the effects of perceived distributive fairness and procedural fairness on voice. Moreover, perceived distributive fairness exerts significantly neg- ative effects on exit-propensity, but perceived procedural fairness exerts no significant effects on exit-propensity. Meanwhile, both distributive faimass and procedural fairness have positive effects on voice. Finally, this paper proposes corresponding man- agerial suggestions.