关键词: 多市场接触, 竞争压力感知, 集体败德行为, 制度环境

Abstract: This paper discusses the relationship among multimarket contact, perception of competitive pressure, corporate collective moral behavior, and the regulatory role of institutional environment. It extends the research perspective of multimarket contact to the third party of competitors (such as consumers), and reveals the “dark side” in multimarket competition. The results show that multimarket contact has a positive impact on the perception of competitive pressure, and the perception of competitive pressure plays a complete mediating role between multimarket contact and corporate collective moral behavior, which indicates that enterprises will alleviate the competitive pressure caused by multimarket contact by engaging in collective moral behavior. At the same time, the institutional environment weakens the positive relationship between the perception of competitive pressure and collective moral behavior, which shows that the perfect institutional environment has a restraining effect on the tendency of enterprises to engage in collective moral behavior. The results not only enrich the relevant theoretical research in the field of multimarket contact, but also provide empirical and theoretical support for government departments to supervise the illegal activities of enterprises, and offer some implications for the strategic choice of enterprise decision makers in the multimarket contact environment.

Key words: multimarket contact, competitive pressure perception, collective moral behavior, institutional environment