IT能力、渠道关系治理行为与渠道满意:分销商投机氛围的权变影响

摘要/Abstract

摘要：

以渠道关系治理相关研究和制度理论为基础,研究了在不同的分销商投机氛围中,制造商IT能力对其两种渠道关系治理行为的不同影响,以及两种渠道关系治理行为对渠道满意的不同影响.经由实地收集的192份制造商数据实证检验发现,第一,分销商投机氛围比较浓厚的情景中,制造商IT人员支持比IT设备水平更能有效提高双方关系治理行为的效率(即共同制定计划和共同解决问题).第二,分销商投机氛围比较浓厚的情景中,双方共同制定计划比共同解决问题更能有效提高渠道满意水平.第三,分销商投机氛围比较淡薄的情景中,制造商IT设备水平比IT人员支持更能有效提高双方共同解决问题的效率.第四,分销商投机氛围比较淡薄的情景中,双方共同解决问题比共同制定计划更能有效提高渠道满意水平.最后,根据上述结论给出了企业怎样使用IT来提高渠道关系治理行为效率及渠道满意的相关建议.

关键词: 信息技术, 关系治理, 渠道满意, 渠道投机

Abstract:

Based on the relational governance studies in marketing channel and institutional theory, this study investigates the different impact of IT capabilities on the two relational governance behaviors and on the channel satisfaction in different context of distributor opportunism. With 192 data collected from manufacturers, four conclusions are drawn. First, in the context of high opportunism, IT personnel support is more important than IT hardware when improving the efficiency of relational governance behavior (joint-planning and joint-problem-solving). Second, in the context of high opportunism, joint-planning improve channel satisfaction more significantly than that of joint-problem-solving. Third, in the context of low opportunism, IT hardware is more important than IT personnel support when improving joint-problem-solving. Fourth, in context of low opportunism, joint-problem-solving improve channel satisfaction more significantly than that of joint-planning. Finally, managerial suggestion on how to improve the efficiency of relational governance behavior and channel satisfaction is given according to the conclusions.

Key words: information technology, relational governance, channel satisfaction, opportunism

张涛, 庄贵军. IT能力、渠道关系治理行为与渠道满意:分销商投机氛围的权变影响[J]. , 2015, 27(7): 116-126.

Zhang Tao, Zhuang Guijun. IT Capability, Relational Governance Behaviors and Channel Satisfaction: The Contingent Impact of Dealer's Opportunism Atmosphere[J]. , 2015, 27(7): 116-126.

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