CAJ | 학술논문

现实的商业关系中，当一个企业既拥有较强的商业关系资本，也拥有较强的制度社会资本时．企业应当选择哪种资本进行渠道治理是一个实践性难题。进一步，社会大环境信任程度不同是否会对渠道治理行为产生影响也一直没有形成定论。本文以资源依赖理论和渠道治理理论为依据．将企业社会资本引入渠道治理研究．构建社会资本与渠道治理概念模型．并以中国融资性担保行业为背景抽取数据．对上述问题进行验证。研究结果表明．一是不同的渠道治理主体对这两种渠道治理方式的选择不同；二是渠道治理主体的治理行为不仅取决于渠道资源．社会大环境信任程度在某些特定的情境下会改变渠道治理主体的选择行为：三是不同的渠道治理方式会带来不同的渠道成员行为。研究不仅丰富了渠道治理理论．而且对指导管理者利用社会资本进行渠道治理具有重要的参考价值。
현실적상업관계중，당일개기업기옹유교강적상업관계자본，야옹유교강적제도사회자본시．기업응당선택나충자본진행거도치리시일개실천성난제。진일보，사회대배경신임정도불동시부회대거도치리행위산생영향야일직몰유형성정론。본문이자원의뢰이론화거도치리이론위의거．장기업사회자본인입거도치리연구．구건사회자본여거도치리개념모형．병이중국융자성담보행업위배경추취수거．대상술문제진행험증。연구결과표명．일시불동적거도치리주체대저량충거도치리방식적선택불동；이시거도치리주체적치리행위불부취결우거도자원．사회대배경신임정도재모사특정적정경하회개변거도치리주체적선택행위：삼시불동적거도치리방식회대래불동적거도성원행위。연구불부봉부료거도치리이론．이차대지도관리자이용사회자본진행거도치리구유중요적삼고개치。
In practical business relationships, it is a difficult issue for a company whether to choose commercial relationship capital or institutional social capital to implement channel governance when possessing both resources. Moreover, there is no final conclusion on the impact of macro-environmental trust on channel governance behavior. Building on Resource Dependence Theory （RDT） and Channel Governance Theory （CGT）, this paper introduces entrepreneurial social capital into channel governance research by mapping out the conceptual framework of social capital and channel governance. We further examine the above issues using data from Chinese financing guarantee companies. The results indicate that： Different channel governance entities have different choices on channel governance; Not only does the channel governing behavior depend on channel resources, macro-environmental trust also changes channel governing behavior in some circumstances; Different channel governing manner will bring about different channel member behavior. This study therefore contributes to the literature on channel governance and provides important references for managers to take advantage of social capital for channels governance.