信任对渠道关系行为的影响研究：监控的调节作用
发布时间：2019-03-21 14:06
【摘要】：在信息化和互联网浪潮中,企业所生存的环境瞬息万变,面对日趋激烈的市场竞争,营销渠道成为了市场竞争的关键性因素,可谓是“得渠道者,得天下”。而且,近年来随着顾客需求的多样化,营销渠道环境在社会文化和高新科技的发展下又有了新的机遇和挑战。在这背景下,现在或未来的企业必将更多地把精力转移到企业间的渠道合作关系的思考中来。信任和关系行为一直以来都是营销渠道关系研究中关键的核心领域。但这些研究并未把一定的管理措施即控制机制纳入到信任与关系行为的研究当中,并且对这类关系缺乏系统的动态研究。营销渠道应该是动态的,企业间的渠道关系更应该是随着时间而变化的,因此,本研究把渠道关系生命周期纳入到模型中,从而使这些研究具备一种有机的联系。我们认为,只有对上述领域和问题之间的相互关系进行必要的研究,其结论才能对我国营销渠道关系管理策略实践具有借鉴的意义。所以,动态、系统和全面的研究营销渠道中信任、监控和关系行为的关系问题有着极大的理论和现实意义。本文即是对该问题所作的初步探究。本文通过对大量信任、监控和渠道关系行为及渠道关系生命周期等领域相关文献的梳理,提出了信任-监控-渠道关系行为的综合研究框架,研究探讨在渠道关系生命周期的不同阶段,零售商对供应商的能力信任、善意信任和监控如何对渠道关系行为产生影响。通过模型处理分析结果得出,在探索期,信任的两个维度对业务合作都有正面的影响,监控对善意信任调节作用显著而对能力信任的调节作用不显著;建构期,信任的两个维度对业务合作都有正面影响,监控对能力信任是负的调节效应,对善意信任是正的调节效应;成熟期,信任的两个维度对渠道关系都有正面影响,监控对善意信任是负的调节效应,对能力信任是正的调节效应;衰退期,信任的两个维度对渠道关系行为均没有显著影响,监控的调节效应也不显著。总之,在渠道关系生命周期的不同阶段,信任对渠道关系行为的影响作用不同,监控的调节作用也有显著性的变化。
[Abstract]:In the information and internet wave, the environment of the enterprise is changing rapidly, facing the increasingly fierce market competition, the marketing channel becomes the key factor of the market competition, which is the "To have a channel to the world.". Moreover, with the diversification of the customer's demand in recent years, the marketing channel environment has new opportunities and challenges in the development of the social culture and the science and technology. In this context, now or in the future, enterprises will focus more on the thinking of channel-to-business relationship among enterprises. Trust and relationship behavior has always been the key core area of marketing channel relationship research. However, these studies do not incorporate certain management measures, i.e., control mechanisms, into the study of trust and relationship behavior, and do not have a systematic dynamic study of such relationships. The marketing channel should be dynamic, and the channel relationship between the enterprises should be changed over time. Therefore, the study has incorporated the life cycle of the channel relationship into the model, so that the research has an organic relation. We believe that only the necessary research on the relationship between the above-mentioned areas and problems can be used for reference to the practice of marketing channel relationship management in our country. Therefore, the relationship between trust, monitoring and relationship behavior in dynamic, systematic and comprehensive research marketing channels has great theoretical and practical significance. This paper is a preliminary study of the problem. In this paper, a comprehensive research framework of trust-monitoring-channel relationship behavior is put forward by combing a lot of relevant documents in the fields of trust, monitoring and channel relationship behavior and channel relation life cycle, and the different stages of the channel relation life cycle are studied. The retailer's trust in the supplier's ability to trust and monitor how to influence the behavior of the channel. The result of the model processing analysis shows that in the discovery period, the two dimensions of trust have a positive influence on the business cooperation, and the regulation effect of the monitoring on the good faith trust regulation is remarkable and the ability trust is not obvious; the construction period and the two dimensions of the trust have a positive effect on the business cooperation, In the mature period, the two dimensions of trust have a positive effect on the channel relationship, the monitoring of the good faith is the negative regulation effect, and the trust is the positive adjustment effect; the decline period, The two dimensions of trust have no significant influence on the behavior of the channel, and the regulation effect of monitoring is not significant. In a word, in the different stages of the channel relationship life cycle, the influence of trust on the behavior of the channel relationship is different, and the regulation effect of monitoring also has a significant change.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
本文编号：2445010
[Abstract]:In the information and internet wave, the environment of the enterprise is changing rapidly, facing the increasingly fierce market competition, the marketing channel becomes the key factor of the market competition, which is the "To have a channel to the world.". Moreover, with the diversification of the customer's demand in recent years, the marketing channel environment has new opportunities and challenges in the development of the social culture and the science and technology. In this context, now or in the future, enterprises will focus more on the thinking of channel-to-business relationship among enterprises. Trust and relationship behavior has always been the key core area of marketing channel relationship research. However, these studies do not incorporate certain management measures, i.e., control mechanisms, into the study of trust and relationship behavior, and do not have a systematic dynamic study of such relationships. The marketing channel should be dynamic, and the channel relationship between the enterprises should be changed over time. Therefore, the study has incorporated the life cycle of the channel relationship into the model, so that the research has an organic relation. We believe that only the necessary research on the relationship between the above-mentioned areas and problems can be used for reference to the practice of marketing channel relationship management in our country. Therefore, the relationship between trust, monitoring and relationship behavior in dynamic, systematic and comprehensive research marketing channels has great theoretical and practical significance. This paper is a preliminary study of the problem. In this paper, a comprehensive research framework of trust-monitoring-channel relationship behavior is put forward by combing a lot of relevant documents in the fields of trust, monitoring and channel relationship behavior and channel relation life cycle, and the different stages of the channel relation life cycle are studied. The retailer's trust in the supplier's ability to trust and monitor how to influence the behavior of the channel. The result of the model processing analysis shows that in the discovery period, the two dimensions of trust have a positive influence on the business cooperation, and the regulation effect of the monitoring on the good faith trust regulation is remarkable and the ability trust is not obvious; the construction period and the two dimensions of the trust have a positive effect on the business cooperation, In the mature period, the two dimensions of trust have a positive effect on the channel relationship, the monitoring of the good faith is the negative regulation effect, and the trust is the positive adjustment effect; the decline period, The two dimensions of trust have no significant influence on the behavior of the channel, and the regulation effect of monitoring is not significant. In a word, in the different stages of the channel relationship life cycle, the influence of trust on the behavior of the channel relationship is different, and the regulation effect of monitoring also has a significant change.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
【参考文献】
相关期刊论文 前6条
1 陈剑;陈剑锋;;虚拟企业收益共享合同中的监控机制研究[J];复旦学报(自然科学版);2007年04期
2 庄贵军,席酉民;关系营销在中国的文化基础[J];管理世界;2003年10期
3 寿志钢;朱文婷;苏晨汀;周南;;营销渠道中的行为控制如何影响信任关系——基于角色理论和公平理论的实证研究[J];管理世界;2011年10期
4 庄贵军,席酉民;中国营销渠道中私人关系对渠道权力使用的影响[J];管理科学学报;2004年06期
5 贺和平;;营销渠道中公平、信任、承诺之间的关系——基于供零关系的实证研究[J];技术经济与管理研究;2011年01期
6 熊焰;;信任、控制机制与供应商绩效关系研究[J];管理评论;2010年09期
相关硕士学位论文 前1条
1 马庆杰;营销渠道中的信任问题研究[D];北京工商大学;2010年
，本文编号：2445010
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2445010.html
