| dc.description.abstract | Abstract
This research investigates the effect of Confucian principles on joint action, through a mediating role of guanxi dynamics in a seller and buyer dyad. More specifically, the influence of core Confucian principles including ren (benevolence), yi (righteousness), li (propriety), zhi (wisdom), and xin (trustworthiness) on guanxi dynamics of mianzi (face), renqing (favor), ganqing (emotion), and xinren (trust) are examined. This research also explores the relationships among guanxi components, as well as the important effects of xinren and zhi on joint action. Partial least squares (PLS) is employed to analyze the survey data collected from Taiwanese firms. The results show that core Confucian principles significantly affect guanxi dynamics and joint action. Specifically, sellers’ yi and li influence buyers’ renqing and mianzi, respectively. Both sellers’ ren and xin affect buyers’ xinren. Sellers’ ren also influences buyers’ ganqing. Moreover, sellers’ zhi positively affects buyers’ joint action. In the domain of guanxi, the findings reveal that sellers’ mianzi affects their renqing which in turn influence their ganqing. Similarly, buyers’ ganqing toward sellers positively influences their xinren. Importantly, when the xinren of buyers with sellers is established, it will lead to a desirable joint action outcome. Based on the findings presented, theoretical and managerial implications are drawn
Key words: Marketing channels, Confucian principles, Guanxi, Joint action, China | zh_TW |