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通过文献研究发现,有关渠道关系的研究十分广泛,但将零售业态作为渠道行为系统的外部影响因素,与渠道行为之间的相关性研究却是理论研究的空白。文章提出一个零售业态演化对零售商作用机理的概念模型,并作如此推论:渠道权力与渠道信任是零售业态演化作用于渠道行为的中介变量,在供零关系中起着基础的作用;同时随着零售业态的演化,供应商渠道权力作用会下降,而零售商信任的作用将提高,进而导致供零的冲突下降、零售商关系承诺、沟通与合作水平增加,而投机行为受到抑制,零售商的满意度随之提高。
Abstract：Despite recent progress in research on marketing channel behaviors,one important question remains: the impact of retailing evolution on behaviors of retailers in a S-R relationship.This paper fills the gap and presents a conceptual model about the impact mechanisms.First,channel power and channel trust are mediating variables,and they play a basic roll in the retailer-supplier relationship.Meanwhile,with the evolution of retailing,the power effect declines and trust effect improves.Secondly,the level of conflict between suppliers and retailers are lower,but the coordination,communication,commitment,and satisfaction are enhanced.
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基本信息:
中图分类号:F717;F224
引用信息:
[1]唐鸿.业态演化对零售商行为作用的理论模型与推论[J].商业经济与管理,2009,No.216(10):17-21.
2009-10-15
2009-10-15