文章从商业伦理层面出发,基于社会认知理论和道德推脱理论将组织德性和道德推脱引入在线旅行社(O T A)机会主义行为模型中,探讨渠道成员组织德性、道德推脱、关系质量及OTA机会主义行为之间的关系.文章选择酒店作为OTA供应商,通过调查酒店相关渠道边界人员对OTA道德与行为的感知,建立结构方程模型,对组织德性、道德推脱、关系质量及机会主义行为之间的关系进行实证检验.实证分析结果表明:从OTA供应商感知角度来审视,OTA的组织德性负向影响该OTA的道德推脱;OTA的道德推脱正向影响其机会主义行为;道德推脱完全中介了组织德性对OTA机会主义行为的影响;关系质量强化了组织德性对道德推脱的抑制作用、弱化了道德推脱对机会主义行为的正向影响.研究结论从商业伦理道德的层面丰富和深化了渠道机会主义行为的相关研究,同时对企业实践具有重要指导意义.
Relationship between the Organizational Virtue and Opportunistic Behavior of Online Marketing Channels:A Case Study of the Relationship between OTA and Hotel
Based on the theory of social cognition and moral disengagement,this study introduces organizational virtue and mor-al disengagement into online travel agency(OTA)opportunistic behavior model from the perspective of business ethics,and discus-ses the relationship among organizational virtue,moral disengagement,relationship quality and opportunistic behavior of the member organizations of online marketing channels.Hotels are selected as the OTA supplier.By investigating the perception of OTA ethics and behaviors of relevant hotel channel members,a structural equation model is established to empirically test the relationship between organizational virtue,moral disengagement,relationship quality and opportunistic behaviors.The empirical results show that:from the perspective of OTA supplier perception,OTA's organizational virtue negatively influences its moral disengagement;OTA's moral disengagement positively influences it opportunistic behavior.Moral disengagement completely mediates the influence of organi-zational virtue on the opportunistic behavior of OTA;the quality of relationship strengthens the inhibitory effect of organizational vir-tue on moral disengagement and weakens the positive influence of moral disengagement on opportunistic behavior.The conclusion of this study enriches and deepens the research on channel opportunity behavior from the level of business ethics and morality and has important guiding significance for enterprise practice.
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