非協調式通路權力及關係品質：
辛巴威中小型企業行銷通路個案研究

摘要　　本論文目的旨在探討非中介性權力如何影響辛巴威的經銷商與中小型企業間分銷通路關係之品質。本文兩項研究中所建立的兩個觀念架構來自於權力依賴理論以及關係凝聚理論－兩項理論皆來自社會交換理論。第一項研究探討經銷商的專長權力及指涉權力如何直接影響製造商眼中的分銷通路之關係品質，例如信任度、關係滿意度，以及關係投入度；第二項研究則探討經銷商的專長權力、指涉及法定權力對中小型製造商的關係投入度，及協調機制中雙方關係的信任、合作和關係滿意度之所有非直接性影響。本文中所使用的研究資料來自針對哈瑞爾(Harare)及齊東薩(Chitungwiza)兩地的中小型企業進行田野調查後所回收的447份問卷，之後本研究以SPPS 15、AMOS 7，Structural Equation Modeling (SEM) 等電腦軟體對資料進行分析並得出結果。第一項研究結果顯示，經銷商的專長權力及指涉權力是形成通道權力的重要因素，並可對中小型製造商的信任度、關係投入度，及關係滿意度產生正面影響。第二項研究分析則指出，除了合作關係中的法定權力之外，這三項權力因素皆對中介物和結果變數產生積極影響。本論文期望以本研究之發現及所得新知為現存研究做出貢獻。

關鍵字

關係品質；非協調式通路權力

並列摘要

This thesis is set to investigate the influence of non-mediated powers on relationship quality between dealers and small and medium enterprise manufacturers (SMEs) in Zimbabwe’s channels of distribution. Two studies (Study 1 and 2) are conducted and two conceptul models developed drawing from power dependency theory and relational cohesion theory - all premised on social exchange theory, and research constructs literature review. In particular, Study 1 investigates the direct influence of dealers’ expert power and referent power on distribution channels relationship quality (trust, relationship satisfaction and relationship commitment) as percieved by the SME manufacturers; while Study 2 investigates the indirect influence of dealer’s expert, referent and legitimate powers on SME manufacturers’ relationship commitment and the mediating mechanism/effects of trust, cooperation, and relationship satisfaction in this relationship. Field study is conducted in Harare and Chitungwiza for the two studies and research data are collected from 447 SME manufacturers. Using SPSS Version 15 and AMOS 7 software programme, Structural Equation Modeling (SEM) is performed to analyze the data set. In Study 1, the results reveal that the dealers’ expert power and referent power are important sources of channel power that positively influence SME manufacturers’ trust, relationship commitment, and relationship satisfaction. In Study 2, the analysis revealed that the three sources of power positively influence the mediators and outcome variable in a significant way except for legitimate power to cooperation relationship. As a contribution to the existing body of knowledge, new academic knowledge and literature are generated and practical implications provided based on the thesis’ findings.

並列關鍵字

non mediated channel powers ； relationship quality

參考文獻

Coughlan, A. T., E. Anderson, L. W. Stern, and A. I. EI-Ansary (2001). Marketing Channels (6th ed.). Englewood Cliffs, NJ: Prentice-Hall, p. 63.

Maloni, M., and W. C. Benton (2000). “Power Influences in the Supply Chain,” Journal of Business Logistics 21(1), 49-73.

Gassenheimer, J. B., Sterling, J. U. and Robicheaux, R. A. 1996, "Long-Term Channel Member Relationships", International Journal of Physical Distribution & Logistics Management, vol. 26, no. 5, pp. 94-116.

Abdul-Muhmin, A. G. (2005). “Instrumental and Interpersonal Determinants of Relationship Satisfaction and Commitment in Industrial Markets,” Journal of Business Research 58(5), 619-628.

Aaker, D.A. (2007), Marketing Research, 9th ed., New York: John Wiley & Sons.

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非協調式通路權力及關係品質：辛巴威中小型企業行銷通路個案研究

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