網路藥妝店之通路狀態、溝通策略與通路結果關係之研究

The research on relationships among the channel condition, communication strategy and channel outcomes in drugstore on internet

丁神梅(Shen-Mei Ting)

指導教授 ： 李孟訓

長榮大學/管理學院/企業管理研究所/碩士(2006年)

摘要

近年來企業環境快速變動，行銷通路的掌握成為市場成功的重要關鍵因素。因此，通路關係管理的研究亦成為近年來行銷理論重要的研究主題。
本研究以通路溝通的觀點出發，探討通路狀態中通路結構、通路氣候，以及通路權力，透過溝通策略對通路結果(即通路滿意度及通路績效)的影響。並以網路藥妝商店為研究對象，採用E-mail寄送問卷的方式，共寄出156份問卷，有效回收問卷數為84份(有效回收率為54%)。並以徑路分析來驗証模式之間的關係。研究結果發現：
1.不同通路結構的業者，對於溝通策略、通路滿意度和通路績效之間的影響，並無顯著性的差異。在通路氣候對溝通策略的影響上，通路氣候對於溝通策略中的雙向溝通，以及非正式化溝通具有顯著性的正向影響；而通路權力對於溝通策略的影響上並不顯著。
2.溝通策略對於提昇通路結果的影響，亦不顯著。
3.以溝通策略作為中介變數的效果上，研究結果顯示，通路狀態透過溝通策略，影響通路結果的現象並不顯著。

關鍵字

通路結構 ； 通路氣候 ； 通路權力 ； 溝通策略 ； 通路滿意度 ； 通路績效 ； 徑路分析

並列摘要

Marketing channel is viewed as one of the key successful factors to firms facing challenges of environment dynamics. Recently, on marketing channel relationship has become a focus in the field of marketing theory.
On the base of channel communication, this study to examine the effects of channel structure, channel climate, and channel power through communication strategy on channel satisfaction and channel performance in the drugstore on internet.
In order to verify above hypotheses, this research takes the drugstore on internet as our subject of study. 156 questionnaires have been sent by e-mail, with 84 valid questionnaires returned(a return rate of 54％). After path analysis, the findings are as follows:
1.Dealers in the different channel structures do not have significant differences among the recognition of communication strategy, channel satisfaction and channel performance. In terms of the effect of the dealers’ channel climate on communication strategy, the dealers’ channel climate positively influences the two-way communication and informally communication strategy. The effect of the dealers’ channel power on communication strategy does not have significant influences.
2.The effect of the communication strategy on channel outcome does not have significant influences.
3.In terms of the communication strategy mediating, it shows that the dealers’ channel condition will not influence the dealers’ channel outcomes through the mediating communication strategy.

並列關鍵字

channel structure ； channel climate ； channel power ； communication strategy ； channel satisfaction ； channel performance ； path analysis

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