配銷商與經銷商之關係連結研究－以電腦週邊產品銷售産業爲例

本研究旨在探討電腦週邊產品銷售產業中配銷商和經銷商之間的通路關係，採問卷形式，並以三大都會區電腦週邊產品經銷商為研究樣本，以複線性迴歸分析驗證「關係管理」對於「關係連結」，與「關係連結」對於「關係品質」之間的線性關係；並以變異數分析驗證「關係連結」對「關係品質」之影響，進而驗證此模式受到組識特性的干擾程度。結果顯示：(1)「關係管理」對「關係連結」會產生部分之影響；(2)「關係連結」會顯著地影響「關係品質」；(3)「關係連結」對「關係品質」之影響，受到組識特性的干擾程度甚為輕微。另外亦發現，配銷商和經銷商之間須再加強「結構性連結」，以促進「關係連結」的完整性，並增進兩者間的關係。依研究的結果，本研究進而分析其行銷和管理意涵，並提出對電腦週邊產品銷售業者的建議。

關鍵字

關係管理；關係連結；關係品質

並列摘要

The purpose of this study is to investigate the relationships between channel members. This research surveys the distributors and dealers of computer selling industry in three metropolises. Multiple regression is used to examine the relationships between relationship management and relational bonds. The relationships between relational bonds and relationship quality are also investigated. ANOVA is used to examine the moderating effects of organizational characteristics on relationship quality. The results show as follows: I) relationship management partially significantly affects relational bonds; 2) relational bonds significantly impact relationship quality; 3) relational bonds, organizational characteristics were found to have interaction effects on relationship quality. To enhance mutual relationship, distributors should strengthen structural bonds with their dealers. Based on these results, the implication for marketing and management are also discussed.