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題 名 | 零售通路對偶關係之維持--製造商示誠行為、零售商知覺關係利益與關係承諾=The Dyadic Relationship Maintenance in Distribution Channels:Manufacturer Credible Commitment,Retailer Perceived Relationship Benefit and Relationship commitment |
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作 者 | 顧萱萱; | 書刊名 | 輔仁管理評論 |
卷 期 | 10:1 2003.03[民92.03] |
頁 次 | 頁1-21 |
分類號 | 498.2 |
關鍵詞 | 製造商示誠行為; 選擇性通路密度; 市場取向; 關係利益; 關係承諾; Manufacturer credible commitment; Distribution intensity; Market orientation; Relationship benefit; Relationship commitment; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究著眼於零售商角度,探討其對製造商市場取向、選擇性通路密度兩項示誠行為之知覺,對其評估關係利益的影響,並依零售商知覺關係利益,分析其關係承諾傾向,以作為與製造商維持長期合作關係的宣示訊號。其中,加入市場異質性與競爭強度兩項零售商經營環境特徵,作為製造商示誠行為影響零售商知覺關係利益的調節變項。研究結果依據消費性電子產品、體育用品、隱形眼鏡清潔用品等零售業,合計122家實證調查資料,顯示關係利益為維繫零售通路的關鍵因素,在製造商示誠行為與零售商關係承中扮演中介角色。其中,製造商市場取向對零售商知覺關係利益有正向影響,此關係並因競爭強度而增強、因市場異質性而減弱;製造商通路密度選擇性對零售商知覺關係利益的影響,則受競爭強度而減弱、於市場異質性增加下增強;零售商知覺關係利益則一如預期,對其關係承諾有正向顯著影響。 |
英文摘要 | The author proposes a rationale that explains the maintenance of channel dyadic relationship. Using market heterogeneity and competitive intensity as moderators, this study examines the impact of manufacturer credible commitments, including market orientation and distribution intensity selectivity, on retailer perceived relationship benefit, and in turn on retailer's relationship commitment. The empirical results, which are based on data from 122common retailers, show that relationship benefit is the key variable in maintaining dyadic relationship in distribution channels. Manufacturer market orientation has a positive impact on retailer perceived relationship benefit. Competitive intensity and market heterogeneity significantly moderate the manufacturer credible commitment-retailer perceived relationship benefit relationship. In accordance with prediction, retailer perceived relationship benefit then has a positive impact on retailer relationship commitment. |
本系統中英文摘要資訊取自各篇刊載內容。