通路權力與轉換障礙對關係承諾影響之研究—以台灣資訊通路經銷商為例

Study on the Relationship and Degree of the Influence between the Source If Vender Channel Power, the Switching Barrier of Reseller and the Commitment of Reseller Relationship: a Case of the IT Channel in Taiwan

林佩儀(LIN, PAY-YI)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

台灣整體資訊通路市場規模已達飽和且呈現負成長趨勢，加上產品生命週期短且跌價快，競爭相當激烈。因此，供應商如何了解影響經銷商關係承諾的關鍵因素並採取適當措施，強化對經銷商的控制與影響力是其重要的經營課題。據此，本研究擬從經銷商的認知觀點，試圖實證台灣資訊通路「供應商權力來源」與「經銷商轉換障礙」對「經銷商關係承諾」之影響。透過文獻探討、量表發展、抽樣調查以及假說模型的建構，經由線性結構方程式 (Structural Equation Modeling, SEM)驗證後，得到以下實證結果： (1)通路權力會正向地影響關係承諾， (2)轉換障礙會正向地影響關係承諾， (3)通路權力會正向地影響轉換障礙，以及 (4)通路權力透過轉換障礙對關係承諾的影響提高。最後，本研究亦提出相關之管理意涵與建議，以作為實務運用與學術相關研究之參考依據。

關鍵字

通路權力、轉換障礙、關係承諾、資訊通路

並列摘要

The size of the overall information technology (IT) channel market has reached saturation and which presents the negative growth trend coupled with short product life cycles and faster decline cycle in value after launch in the market; all of those will cause IT channel market facing highly competitive. Therefore, how do those IT suppliers understand the key factors for reseller relationship commitment and which can allow whom to take appropriate measures strengthen the dealer’s control and influence important business issue.
Accordingly, this study intends to adopt the cognitive perspectives to analysis and prove the relationship and degree of the influence between the “the source of vender channel power”, “the switching barrier of reseller” and “the commitment of reseller relationship” in Taiwan’s IT channel. After I studied through the literatures in past, instrument development , sample surveys and hypothesis model constructed after the validation of via a structural equation modeling (SEM) to obtain the following empirical results: (1)channel power positive and direct impact relation commitment, (2)switching barrier positive and direct impact relation commitment, (3)channel power positive and direct impact switching barrier,and (4)channel power through switching barrier positive impact relation commitment. Finally, this study asked the management implications and recommendations as a reference of practical application and academic research.

並列關鍵字

hannel power, switching barrier, relation commitment, IT channel.

參考文獻

聯強國際股份有限公司 (2012) 。聯強國際股份有限公司公開說明書。

李植鑫 (2010) 。關係行銷影響銷售績效之研究─以環境工程產業為例(未出版碩士論文)。國立台北大學，臺北市。

陳明倫 (2010) 。上游供應商權力來源、下游經銷商風險搜尋對通路關係承諾及通路績效影響之探討(未出版碩士論文)。國立台北大學，臺北市。

Anderson, E. & Weitz, B. (1992). The use of pledges to build & sustain commitment in distribution channels, Journal of Marketing Research, 29, 18–34.

Bruggena, G. V., Kackerb, M., & Nieuwlaata, C. (2005). The impact of channel function performance on buyer–seller relationships in marketing channels, International Journal of Research in Marketing, 22, 141–158.