Buyer Power and Supplier Relationship Commitment: A Cognitive Evaluation Theory Perspective
研究买方权力如何影响供应商关系承诺，基于认知评价理论提出奖励权力和强制权力的交互作用，以及非中介权力的放大效应，并用跨国调查数据验证。
Our study investigates how buyer power affects supplier relationship commitment. When a buyer exerts power on a supplier, the supplier response can be either simple compliance or commitment at a deeper level. Theoretically, the latter pertains to a supplier's intrinsic motivation. Building on cognitive evaluation theory, our model proposes the distinctive yet interactive nature of reward power and coercive power, commonly considered together as mediated powers. It also posits that nonmediated powers (expert, referent, and legitimate) amplify the influences of reward and coercive powers. An empirical investigation, based on large‐scale multinational survey data, provides support for our theoretical arguments. We discuss the practical implications for how buyers can use reward and coercive powers to improve supplier relationship commitment.