Drawing on transaction cost and justice theories, this paper investigates whether and how perceived asymmetry of commitment (PAC) affects channel coordination (CCOO) and channel conflict (CCON) by introducing channel justice (CJ) as the critical path between them. Further, we also explore the moderating role of transaction-specific asset investments (TSAIs) between PAC and CJ.
The present paper constructs a moderated mediation model. It uses linear regression and bootstrap methods to examine the conceptual model, with data from 248 matched Chinese manufacturers and distributors.
PAC reduces CCOO and enhances CCON. CJ plays a mediating role between PAC, CCOO and CCON. TSAIs weaken the negative effect between PAC and CJ.
This paper explores the impact of PAC on CCOO and CCON from the perspective of asymmetric relationships, advancing scholars’ understanding of the impact of relationship asymmetry on channel behavior. The present paper introduces CJ to examine the impact mechanism of PAC on channel behavior to enrich the commitment asymmetry literature and unveil the “black box” between PAC, CCOO and CCON. This paper also examines how TSAIs as a boundary condition regulate the relationship between PAC and CJ, which was not addressed in the previous study, enriching the relevant theories of commitment and justice.
