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題名:通路結構,通路氣候與影響策略對滿意度與績效之影响研究:以台灣化妝品業為例
作者:朱宗緯 引用關係
作者(外文):Zong-Wei Zhu
校院名稱:中華大學
系所名稱:科技管理研究所
指導教授:李堯賢
廖國鋒
學位類別:博士
出版日期:2004
主題關鍵詞:通路結構通路氣候影響策略滿意度績效channel structurechannel climateinfluence strategysatisfactionperformance
原始連結:連回原系統網址new window
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本研究主要目的是探討以通路關係變項對滿意度與績效之間的影響,其次以通路氣候為干擾變項是否對影響策略、滿意度與績效產生影響,以及滿意度是否有中介效果。針對國內化妝品產業經銷體系之經銷商為抽樣對象,樣本採隨機抽樣方式,實施問卷調查,有效樣本212份,研究方法採用單因子變異數分析、線性結構關係模式、巢狀模式為主,研究發現:
一、不同通路結構對通路氣候、影響策略、滿意度與績效之間的認知並無顯著差異。
二、在供應商之通路氣候、影響策略對經銷商滿意度與績效之間的影響方面,供應商之通路氣候會影響經銷商滿意度及績效,且成正向關係,供應商使用強制影響策略與經銷商滿意度呈顯著負相關,供應商使用非強制影響策略與經銷商滿意度呈顯著正相關。
三、在供應商之通路氣候的干投效果方面,供應商之通路氣候對使用強制策略神經銷商滿意度之間的關係具有部分干擾效果且部分強化其對經銷商滿意度之關係。
四、在經銷商之滿意度中介作用方面,結果顯示供應商使用強制影響策略會透過經銷商對供應商滿意度的中介作用而影響經銷商績效。
The purpose of this study is to examine the effects of channel structure, channel climate, and influence strategy on satisfaction and performance in the cosmetic industry in Taiwan. The samples are randomly selected from the dealers in the cosmetic industry’s marketing system. By conducting questionnaire survey and using one-way ANOVA, LISREL model, and nested model to analyze the data, we find the following results:
1.Dealers in the different channel structures do not have significant differences among the recognition of channel climate, influence strategy, satisfaction and performance.
2.In terms of the effect of the suppliers’ channel climate and influence strategy on the dealers’ satisfaction and performance, the suppliers’ channel climate positively influences the dealers’ satisfaction and performance. If the suppliers use a forceful (non-forceful) influence strategy, it leads to lower (increase) the dealers’ satisfaction.
3.In terms of the intervening effect of suppliers’ channel climate, the suppliers’ channel climate has a partial intervening effect on the forceful strategy and the dealers’ satisfaction.
4.In terms of the dealers’ satisfaction mediating, it shows that the suppliers’ forceful strategy will influence the dealers’ performance through the dealers’ mediating to suppliers’ satisfaction.
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