Opportunism is vital in marketing channel relationships and existing research has identified several influential factors as antecedents of opportunism. Nonetheless, we have little specific knowledge of how manufacturer’s influence strategies or how reseller’s fairness perception affects reseller’s opportunistic behavior. This study examines the independent and interactive effects of influence strategies and fairness perception on the resellers’ opportunism tendency. Empirical evidence shows that the manufacturer’s use of coercive influence strategy increases the resellers’ opportunism tendency whereas manufacturer’s use of noncoercive influence strategy reduces it. The results also suggest that distributive and procedural fairness perceptions moderate the relationship between influence strategies and opportunism tendency. In particular, procedural fairness perception strengthens the effect of noncoercive influence on opportunism tendency. Contrary to our hypothesis, distributive fairness worsens the harmful effect of coercive influence on the reseller’s opportunism tendency. The latter counterintuitive finding provides directions for future research along with insights for channel management.

机会主义在营销渠道关系中至关重要，现有研究已经确定了一些影响因素是机会主义的前身。尽管如此，我们对制造商的影响策略或经销商的公平感如何影响经销商的机会主义行为的了解很少。本研究考察了影响策略和公平知觉对经销商机会主义倾向的独立和互动影响。经验证据表明，制造商使用强制性影响策略会增加转售商的机会主义倾向，而制造商使用非强制性影响策略则会减少这种机会。研究结果还表明，分配和程序上的公平观念适度影响了影响策略和机会主义倾向之间的关系。尤其是，程序公平知觉增强了非强制性影响对机会主义倾向的影响。与我们的假设相反，分配公平加剧了强制性影响对经销商机会主义倾向的有害影响。后一个违反直觉的发现为渠道管理的见解以及未来的研究提供了方向。