英文摘要 |
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. |