摘要：以中国制造商和经销商的关系为研究对象,基于社会交换理论和配置理论,深入探讨营销渠道成员间的关系规范 (包括企业间关系规范、 跨组织人际关系规范)和机会主义行为之间的关系,包括直接作用与交互作用。通过分析149份制造商问卷数据得出以下研究结果: 首先，不同类型的关系规范对机会主义行为的影响存在差异，企业间关系规范能抑制渠道机会主义行为，跨组织人际关系规范中的面子会加重渠道机会主义行为，人情则对机会主义行为无显著性影响；其次，跨组织人际关系规范中的人情会弱化企业间关系规范对机会主义行为的抑制作用。研究结论揭示了不同关系规范的异质性作用及其影响，对企业理性认识跨组织人际关系并选择有效的渠道治理策略具有重要的意义。

Abstract: Based on the social exchange theory and configuration theory, this paper takes the relationship between Chinese manufacturers and distributors as the research object, and deeply discusses the relationship between the relational norms between marketing channel members (including inter-organizational relational norms and inter-organizational interpersonal relational norms) and opportunistic behavior, including direct effect and interaction. By analyzing the data of 149 manufacturers' questionnaires, the following research results are obtained : First, there are differences in the impact of different types of relational norms on opportunism : relational norms between enterprises can inhibit channel opportunism, mianzi in cross- organizational interpersonal norms will aggravate channel opportunism, and renqing have no significant impact on opportunism, secondly, The renqing in cross-organizational interpersonal norms will weaken the inhibitory effect of inter-organizational relational norms on opportunism. The research conclusion reveals the heterogeneous role and influence of different relational norms, which is of great significance for enterprises to rationally understand cross-organizational interpersonal relationships and choose effective channel governance strategies.