頁籤選單縮合
題名 | 由製造商觀點探討通路體系內資訊分享缺口之前置因素與影響效果=The Antecedents and Consequences of Information-Sharing Gaps in Marketing Channels: The Perspectives on Manufacturers |
---|---|
作者姓名(中文) | 顧萱萱; 王仁洲; | 書刊名 | 東吳經濟商學學報 |
卷期 | 49 民94.06 |
頁次 | 頁141-166 |
分類號 | 494.5 |
關鍵詞 | 資訊分享缺口; 跨組織間關係; 製造商承諾; 資訊可流通性; 彈性績效; Information-sharing gap; Inter-organizational relationship; Manufacturer's commitment; The characteristics of information flow; Flexibility performance; |
語文 | 中文(Chinese) |
中文摘要 | 在市場導向觀念的驅使下,如何因應環境不確定性,特別是消費者偏好與需求的改變,而能保持彈性,在必要時採取迅速回應措施,以獲得時基競爭效益,已成為製造商生存與致勝的關鍵。然而,由於製造商通常無法直接接觸最終消費者,要獲取市場、競爭者與消費者資訊,多半需仰賴通路商的配合與支持。在此情況下,通路商向製造商分享營運與市場資訊的意願,就顯得相當重要。但畢竟製造商與通路商均為獨立的經濟主體,各自有利益考量,其間亦可能存有衝突性,所以,當彼此資訊分享需求不一時,易對資訊分享行為有所保留,而產生資訊分享缺口,製造商即難藉以改善彈性回應能力。據此,本研究由製造商觀點探討通路系統中資訊分享缺口的成因,以及其對製造商彈性績效的影響效果。經由110 家台灣電腦硬體設備製造商之實證研究結果顯示:製造商與通路商間跨組織關係、製造商對資訊分享行為的承諾與資訊可流通性對資訊分享缺口均有影響,而資訊分享缺口愈高,製造商彈性績效愈差。 |
英文摘要 | For coping with environmental uncertainty, manufacturers need to monitor market changes constantlyandkeepflexibletogaintime-basedcompetency.However,restrictedbyaccessibility, manufacturers usually rely on distributors to provide market information. Under such circumstance,ifdistributorscan’tforeseethebenefitsofsharinginformationwithmanufacturers, they may keep private information undisclosed. Information-sharing gaps thus emerge. And it will impede manufacturers to improve their flexibility performance. On these grounds, this study examined the antecedents and consequences of information-sharing gaps in marketing channels from the perspectives of manufacturers. The results, which based on data from 110 computer-relatedhardwaremanufacturersinTaiwan,showedthatinter-organizationalrelationship between manufacturer and distributor, manufacturer’s commitment, and the characteristics of information flow had significant influences on information-sharing gaps. In addition, inform ation-sharing gaps would result in negative impact on manufacturer’s flexibility performance. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。