之前的研究发现，营销渠道中权力结构的非对称性程度会提高强势方权力滥用的可能，导致冲突、渠道绩效降低甚至关系破裂。但是，作为一种最常见的渠道结构，为何非对称权力结构还能存在并且长时间地保持稳定和发展呢？这一问题引发众多学者关注。与其他研究不同，本文选择弱势方合作视角，认为上述问题的关键在于弱势方对强势方的权力合法性感知，即权力合法性会增强弱势方对强势方及其行为的理解和信心（心态），提高弱势方的合作意向（行为），并最终促进渠道绩效水平提升。本课题的具体研究内容包括：（1）论证权力合法性对弱势方不同合作层次的影响效应；（2）针对弱势方“自我控制行为”的过程，研究服从和机会主义行为在权力合法性与渠道绩效之间的中介效应，以及服从与机会主义行为的关系；（3）针对弱势方“自我调整心态”的过程，研究信任和不信任在权力合法性与渠道绩效之间的中介效应，以及信任与不信任的关系。

Extant marketing channel researches have found that, the degree of power asymmetry in the marketing channel could increase the likelihood of power abusement, then eventually lead to channel conflicts, poor performance and even relationship break-down. However, being a most usual marketing channel structure, why the asymmetrical power structure could exist, maintain stability and even keep developing for a long time? This question had puzzled many marketing scholars and successfully aroused their research interests. Unlike extant studies, this research chooses to answer the above question from the weaker’s cooperation perspective, argues that the legitimacy of power, which means the weaker’s perceptions or judgements of the actions of the stronger are desirable, proper or appropriate, is just the key parameter of channel performance in the asymmetrical power structure. In other words, the legitimacy of power affects not only how the weaker act toward the stronger, but also how they understand them; hence, the channel performance improves. In this research, three sub-studies are arranged as follows: First, Study One aims to prove how the legitimacy of power affects the different levels of weaker’s cooperation, with the logical deduction method; Second, focusing on the weaker’s “self-control” process, Study Two tries to find out the mediation effect of compliance and opportunism between the legitimacy of power and channel performance, and the relationship between compliance and opportunism; Third, focusing on the weaker’s “self-direction” process, Study Three tries to find out the mediation effect of trust and distrust between the legitimacy of power and channel performance, and the relationship between trust and distrust.