網路藥妝店之通路狀態、溝通策略與通路結果關係之研究

丁神梅

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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 , Masters　　Advisor：李孟訓　　

繁體中文

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

Abstract │ Reference (65) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 65 ) 〈TOP〉

1. 行政院主計處第三局(民93)。92年家庭收支調查報告。
連結：
3. 林哲瑋(民93)。網路供應服務業景氣動態報告－2004年第四季。台灣經濟研究院產經資料庫。
連結：
3. Kotler, Philips (1994), “Marketing Management: Analysis, Planning, Implementing, Control,” 8th ed., NJ: Prentice-Hill.
連結：
1. Ambler, T., C., Styles and W. Xircom (1999), “The Effect of Channel Relationships and Gianni on the performance of Inter-Province Export Ventures in the People’s Republic of China,” International Journal of Research in Marketing, 16(1), pp.75-87.
連結：
2. Anderson, Leonard Lodish, and Barton Weitz (1987), “Resource Allocation Behavior in Conventional Channels,” Journal of Marketing Research, 24 (February), pp.85-97
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