IT能力对营销渠道中关系型治理的影响:一条抑制渠道投机行为的新途径?

The Impact of the Capability of IT on the Relational Governance in Marketing Channels:Is it a New Approach to Inhibiting Opportunist Actions Taken through Channels?

以信息系统和渠道行为相关理论为基础,针对企业IT能力与关系型治理机制以及渠道投机行为之间的关系进行研究。经由实地收集的192份数据检验,得到以下结论:第一,制造商的IT技术能力和IT人员能力对组织间关系质量有显著的正向影响;第二,制造商的IT人员能力和双方的关系质量对于共同制定计划和共同解决问题有显著的正向影响,但制造商的IT技术能力对这两种方式没有显著影响;第三,制造商与分销商的关系质量与共同解决问题对于渠道投机行为有显著的负向影响。最后,根据研究结论给出了企业在渠道管理中如何使用IT技术的相关建议。

On the basis of the related theory of the information system and that of channel behavior,we have studied the relationship between enterprise's IT capability,the relationship -type governance setup and speculation through channels.Relying on the examination of 192 data collected by ourselves,we have made the following conclusions:(1) manufacturers' IT technical ability and the ability of persons engaging in IT have a noticeable positive impact on the quality of organizational relations;(2) the ability of the persons engaging in IT and employed by manufacturers and the quality of the relationship between the two parties have an obvious positive effect on the joint planning and the joint settlement of problems,but manufacturers' IT technical ability has no significant bearing on the joint planning and joint problem-solving mentioned above;(3) the quality of the relationship between the manufacturer and sales agents and the joint solving of problems have manifest impact on opportunist actions taken through channels.Finally,according to the conclusion made by our study,we have offered our suggestions about how enterprises should use IT technology in the management of channels.