論文摘要 近年來，企業環境變動快速，行銷通路的掌握成為市場成功
的重要關鍵因素，行銷通路關係的研究亦成為近年來行銷理論重要的研究
主題，國內對通路溝通確有實質上的需求，但尚未被深入研究。 本
研究經由相關文獻探討，對通路廠商深度訪談，整合過去學者著作及相關
研究，建構一研究行銷通路關係的理論架構。並選擇資訊業個人電腦行銷
通路之台北市電腦商業同業公會的電腦經銷商、台北市現代資訊大賣場與
台北市 3C 家電經銷商為研究對象，採用郵寄問卷法，實證行銷通路特性
、溝通流程與通路績效之關係。 本研究的行銷通路特性包括通路
氣候、通路權力與通路結構。其中通路氣候的衡量變數為認同製造商的管
理方式、與製造商關係、知覺交易公平性、對製造商信任程度，通路權力
的衡量變數為獎賞權、強制權、影響力、控制，通路結構的衡量變數為通
路結構類型。溝通流程包括頻率、雙向指導、正式化、及內涵。通路績效
包括銷售數量、存貨水準、銷售能力、及對製造商銷售產品的態度。
本研究主要使用LISREL模型來完成各項分析工作，主要有因素分析、驗證
性因素分析及路徑分析。 本研究的重要發現：1.行銷通路的溝通流程
顯著影響通路績效，當通路有更多的合作性溝通，可以提高通路成員績效
。2.行銷通通路權力，較關係式通路結構下，對合作性溝通有影響。3.通
路氣候與通路權力有顯著相關，通路權力與通路結構無關，通路氣候與通
路結構無關。4.通路的溝通流程對通路績效有正向的影響效果，通路氣候
、通路權力、通路結構對溝通流程、通路績效均有正向的影響效 果
。

Dissertation AbstractGraduate Institute of Business
AdministrationNational Taiwan UniversityName：Tung-Lai Hu (Mr.)
Date：May, 1997Advisors：Professor Paul S. C. Hsu
Professor Clement C. L. WeaA Research on the Relationship
Between Marketing Channel Context, Communication Flow and
ChannelPerformance：An Empirical Investigation Into Personal
Computer Firms Marketing channel is viewed as one of the
key successful factors to firms facing challenges of
environmentdynamics. Recently, research on marketing channel
relationship has become a focus in the field of marketing
theory. This research has developed an analytical
framework, into which it incorporates measurement variables of
five different constructs in terms of channel climate,
channelpower, channel structure, communication flow and channel
performance. On the basis of the analytical framework
and the operational model as developed, this research collected
the primary data through a questionnaires mail survey from
personal computer dealers in Taipei, Taiwan, and appliedLISREL
model applied to carry out the empirical test. Main
empirical findings are summarized as follows：1. Communication
flow of channel has significant influence on channel
performance. Channel performance will be better if channel
members are collaborative in communication process. 2.
Channel context constitutes significant influence on
communication flow. In this respect. Where as channel exits a
more mtually supportive climate, and channel power itself
shows a large room to exercise, relational structure has more
significant influence on communication flow.3. It also exists
interaction effect between channel climate and channel power ,
but it does neither exist between channel power and channel
structure, nor between channel climate and channel structure.
4. Communication flow in marketing channel constitutes
positive effect on both communication flow and channel
performance.