英语翻译implicit in the relationship,the buyer’s economic invest

英语翻译
implicit in the relationship,the buyer’s economic investments in the relationship should
constitute an inertial motivational force influencing buyer perceptions and interpretations and
binding the parties together.Although a supplier’s violation of relational norms may provoke
discord,buyers’ calculative commitment should weigh in favor of continuance.When a
supplier’s unethical and opportunistic behavior is conspicuous,however,the risk of economic
harm to the buyer may become serious enough to override switching costs and prompt a change
of supplier.Even then,however,because the latitude of non-commitment is relatively broad
(compared to conditions in which the buyer has a deep personal psychological commitment),
contrast effects resulting in boomerang and threat amplification may not occur.Thus,we posit
that calculative commitment should have (1) buffering effects at low levels of supplier
misbehavior,and (2) no effect at high levels of supplier misbehavior.
H1:Calculative commitment will have a buffering (assimilation) effect on buyers’ switching
intentions when ethical violations are mild and no effect when they are severe.
H2:Calculative commitment will have a buffering (assimilation) effect on buyers’ switching
intentions when opportunism is mild and no effect when it is severe.
Moderating Effects of Affective Commitment
In contrast to calculative commitment,affective commitment involves a strong sense of
identification,loyalty,affiliation,and obligation.Gustafsson,Johnson,and Roos (2005) describe
affective commitment as “hotter,or more emotional” as compared to calculative commitment,
which is “colder,or more rational” (p.211).Individuals develop personal relationships that
supplement and reinforce their formal roles (Lawler and Yoon 1998; Ring and Van de Ven 1994).
As such,affective commitment also constitutes a motivational influence favoring assimilation of
mild levels of supplier misbehavior.Affectively committed buyers are likely to interpret
ambiguous supplier behaviors in a manner consistent with the positive affective tone of the

这段文字谈到买方相对于供应商的“利益承诺”和“情感承诺”的关系和范围,属于联盟关系资本的范畴.核心意思其实很简单,买方对联盟关系进行了投资以后,就希望保持这种关系,即使供应方违背了建立这种关系的原则,如果过错比较轻微,买方在一定程度内也能容忍.承诺是关系资本的另一维度,体现了联盟企业维持联盟关系的目的和意愿.承诺也包括理性成分和感性成分.承诺的理性成分叫利益承诺（calculative commitment）,基于买方利益计算之上,买方如果觉得维持联盟关系的利益要大于破坏联盟关系所产生的损失,则其将会有惯性动力维持关系；如果供应方的违约行为达到一定程度,超过了买方转移成本的限度,则买方会考虑更换供应商.因此作者认为,在供应商的过错程度较低时,利益承诺会起到缓冲（同化）作用；如果供应商的过错程度较高,则利益承诺不起作用.在这个基础上作者又谈到了情感承诺（affective commitment）及其特点以及对供应商过错程度的作用等.如果你是学这个专业的,应该很好理解,如果不是,应该很困难.因为它的语言很专业,恕我直言在百度很难找到正确的译文.