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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
書刊名：輔仁管理評論
作者：顧萱萱 引用關係
作者(外文)：Ku, Hsuan-hsuan
出版日期：2003
卷期：10:1
頁次：頁1-21
主題關鍵詞：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
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:11
  • 點閱點閱:16
　　　　　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。
　　　　　 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.
期刊論文
1.Peters, T. J.(1984)。Strategy Follows Structure: Developing Distinctive Skills。California Management Review，26(3)，111-125。  new window
2.Day, George S.、Wensley, R.(199804)。Assessing Advantage: A Framework for Diagnosing Competitive Superiority。Journal of Marketing，52(2)，1-20。  new window
3.Bejou, David、Wray, Barry、Ingram, Thomas N.(1996)。Determinants of Relationship Quality: An Artificial Network Analysis。Journal of Business Research，36，137-143。  new window
4.Goodman, L. E.、Dion, P. A.(2001)。The Determinations of Commitment in the Distributor-Manufacturer Relationship。Industrial Marketing Management，30(3)，287-300。  new window
5.Narver, John C.、Slater, Stanley F.(1990)。The Effects of a Market Orientation on Business Profitability。Journal of Marketing，54，20-35。  new window
6.Sinkula, James M.(1994)。Market Information Processing and Orientation Learning。Journal of Marketing，58，35-45。  new window
7.Sinkula, James M.、Baker, William E.、Noorderwier, Thomas(1997)。A Framework for Market-Based Organizational Learning: Linking Value, Knowledge, and Behavior。Journal of the Academy of Marketing Science，25(4)，305-318。  new window
8.Baker, T. L.、Simpson, P. M.、Siguaw, J. A.(1999)。The Impact of Suppliers' Perception of Reseller Market Orientation on Key Relationship Constructs。Journal of the Academy of Marketing Science，27(1)，50-57。  new window
9.Fein, Adam J.、Anderson, Eric(1997)。Patterns of Credible Commitments: Territory and Brand Selectivity in Industrial Distribution Channel。Journal of Marketing，61(2)，19-34。  new window
10.Fontenot, R. J.、Wilson, E. J.(1997)。Relational Exchange: A Review of Selected Models for a Prediction Matrix of Relationship Activities。Journal of Business Research，39(1)，5-12。  new window
11.Rey, Patrick、Stiglitz, Joseph(1995)。The Role of Exclusive Territories in Producers' Competition。RAND Journal of Economics，26(3)，431-451。  new window
12.Slater, Stabley F.、Narver, John C.(1994)。Does Competition Environment Moderate the Market Orientation Performance Relationship。Journal of Marketing，58，46-55。  new window
13.Leuthesser, Lance(1997)。Supplier Relational Behavior: An Empirical Assessment。Industrial Marketing Management，26(3)，245-254。  new window
14.Lusch, Robert F.、Brown, James R.(1996)。Interdependency, Contracting, and Relational behavior in Marketing Channels。Journal of Marketing，60(4)，19-38。  new window
15.Siguaw, Judy A.、Simpson, Penny M.、Baker, Thomas L.(1998)。Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective。Journal of Marketing，62(3)，99-111。  new window
16.Nevin, J. R.、Jap, S. D.(1995)。Relationship Marketing and Distribution Channels: Exploring Fundamental Issues。Journal of The Academy of Marketing Science，23(4)，327-334。  new window
17.Kohli, Ajay K.、Jaworski, Bernard J.(1990)。Market Orientation: The Construct, Research Propositions, and Managerial Implications。Journal of Marketing，54(2)，1-18。  new window
18.Dwyer, F. Robert、Schurr, Paul H.、Oh, Sejo(1987)。Developing Buyer-Seller Relationships。Journal of Marketing，51(2)，11-27。  new window
19.Copeland, Melvin T.(1923)。Relation of Consumers' Buying Habits to Marketing Methods。Harvard Business Review，1(3)，282-289。  new window
20.Smith, J. Brock、Barclay, Donald W.(1997)。The effects of organizational differences and trust on the effectiveness of selling partner relationships。Journal of Marketing，61(1)，3-21。  new window
21.Jaworski, Bernard J.、Kohli, Ajay K.(1993)。Market Orientation: Antecedents and Consequences。Journal of Marketing，57(3)，53-70。  new window
22.Slater, Stanley F.、Narver, John C.(1995)。Market Orientation and the Learning Organization。Journal of Marketing，59(3)，63-74。  new window
23.Anderson, James C.、Narus, James A.(1990)。A model of distributor firm and manufacturer firm working partnerships。Journal of Marketing，54(1)，42-58。  new window
24.Ganesan, Shankar(1994)。Determinants of long-term orientation in buyer-seller relationships。Journal of Marketing，58(2)，1-19。  new window
25.Kumar, Nirmalya、Scheer, Lisa K.、Steenkamp, Jan-Benedict E. M.(1995)。The Effects of Supplier Fairness on Vulnerable Resellers。Journal of Marketing Research，32(1)，54-65。  new window
26.Wilson, David T.(1995)。An integrated model of buyer-seller relationships。Journal of the Academy of Marketing Science，23(4)，335-345。  new window
27.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
28.Frazier, Gary L.、Lassar, Walfried M.(1996)。Determinants of distribution intensity。Journal of Marketing，60(4)，39-51。  new window
29.胡同來、許士軍、魏啟林(20010900)。行銷通路特性、溝通流程與通路績效之研究--資訊業個人電腦實證。管理學報，18(3)，395-419。new window  延伸查詢new window
會議論文
1.Narver, John C.、Park, S. Y.、Slater, Stanley F.(1990)。Relative Emphasis in a Market Orientation and Its Effect on Business Profitability。AMA Summer Educators' Conference。Chicago：American Marketing Association。219。  new window
學位論文
1.林振祖(1997)。行銷通路合作關係對績效及滿意度影響之研究--以臺灣地區電子通訊業、製藥業、及消費性商品業為例(碩士論文)。國立中央大學。  延伸查詢new window
2.林桂鮮(2001)。行銷通路成員激勵影響因素之探討與實證(碩士論文)。國立臺灣科技大學。  延伸查詢new window
3.黃幸雯(2001)。行銷通路夥伴間信任與控制對績效影響之研究--以資訊業為例(碩士論文)。大葉大學。  延伸查詢new window
4.謝安城(2001)。行銷通路成員合作程度影響因素之探討--整合性觀念架構與實證(碩士論文)。國立臺灣科技大學。  延伸查詢new window
圖書
1.Stern, Louis W.、El-Ansary, Adel I.、Coughlan, Anne T.(1996)。Marketing Channels。Prentice-Hall。  new window
 
 
 
 
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