态度性承诺、渠道冲突与市场知识转移——渠道关系情境下的一个整合的模型

被引：13

作者：

刘益

李纲

机构：

[1] 西安交通大学管理学院

[2] 西安交通大学管理学院西安

来源：

管理评论 | 2008年 / 07期

关键词：

态度性承诺; 渠道冲突; 知识转移;

D O I：

10.14120/j.cnki.cn11-5057/f.2008.07.009

中图分类号：

F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

1201 ; 0701 ; 070104 ;

摘要：

目前,众多的营销学者关注了对关系绩效、关系满意和关系价值等关系收益的探讨,却忽视了对渠道关系中知识转移的研究。本文通过对225家家用电器制造商的问卷调查,实证研究了渠道关系情境下,制造商的态度性承诺对分销商的市场知识转移的直接影响,以及通过渠道冲突对分销商的市场知识转移的间接影响。揭示了作为前因变量的制造商态度性承诺和渠道冲突对于分销商的市场知识转移有着怎样的影响效果及影响路径。本文研究扩展了在渠道关系情境下,对制造商的态度性承诺和渠道冲突的作用及其结果的认识,并对于制造商调节自身的态度性承诺水平,管理渠道冲突及促进分销商的知识转移提供了有价值的理论指导。

引用

页码：28 / 34+64 +64

页数：8

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