供貨商影響策略與通路關係之研究－－通路氣候中介效果

Vender's Influence Strategy and Channel Relationship-The Mediate Effect of Channel Climate

近年來零售通路權力崛起，供貨商該如何採用影響策略來建立與零售商之間的通路關係，成為相當重要的議題，故本研究整合影響策略與關係式交換之觀點，探討供貨商採用不同影響策略對零售商的通路關係之影響效果。本研究調查131位零售商商品採購人員，以及131位供貨商業務人員，運用LISREL 8.70版，以結構方程模式分別從供貨商和零售商的不同觀點驗證研究假設。研究發現：（1）零售商認為供貨商採用強制型影響策略會直接負向影響通路團結，但供貨商認為沒有顯著影響；（2）零售商認為供貨商採用非強制型影響策略不會顯著正向影響通路團結，但供貨商認為採用非強制型影響策略能夠有效提升通路團結；（3）在供貨商和零售商的不同觀點下，通路氣候（信任與關係持續性）在影響策略與通路團結之間扮演不同中介角色。

Recently, retailer's channel power is getting stronger, and how venders use influence strategies to develop the relationship with retailers become one very important issue. Therefore, this study will integrate the concept of influence strategy and relational exchange to understand how venders use influence strategies to develop the relationship with retailers. This study investigates 131 retailer personnel and 131 supplier personnel and using structural equation modeling by LISREL 8.70 to verify our hypotheses from vendor and retailer's perspectives. Research results show that: (1) Retailers' perspective, supplier use coercive influence strategy has significant negative effect on channel solidarity, but there is no significant influence in suppliers' perspective. (2) The use of noncoercive influence strategy has no significant effect on channel solidarity in retailers' perspective, but in suppliers' perspective, noncoercive influence strategy has significant positive effect on channel solidarity. (3) Channel climate (trust and relationship continuity) play different mediator roles in the relationship of influence and channel solidarity in the two different perspectives.