关系学习对渠道绩效的影响:基于连续谈判模型

Impact of Relationship Learning on Channel Performance:A Study Based on Sequential Bargaining Models

关系学习是渠道学习研究的核心变量。以关系学习和渠道绩效为研究对象,验证关系学习对渠道绩效的促进作用,探讨影响该作用的渠道内、外部因素。通过引入连续谈判模型的实验方法,将谈判过程和结果作为渠道关系学习的测量指标,实现对关系学习影响作用的动态分析。研究结果表明,在长期稳定的渠道成员间存在区别于经验累积效应的关系学习效应,该效应有助于提升渠道的整体绩效。对不同渠道成员而言,关系学习对渠道绩效的影响呈非对称性,即强势方的关系学习效应不但能主导对渠道整体绩效的提升作用,也有助于帮助其自身获取相对更高的利润份额;弱势方的关系学习效应不显著。研究方法和结论拓展了现有渠道学习的研究视角,对理论和实践具有一定的指导意义。

Relationship learning is a key variable in channel learning studies .This study takes relationship learning and channel performance as research subjects to test the promotion effect of relationship learning on channel performance , and explores the factors influencing the promotion effect in both inside and outside the channels .To realize the dynamic analysis on the influencing effects of relationship learning , we introduce the empirical approach of sequential bargaining models and take the bargaining processes and outcomes as measuring indicators .The empirical results show that among stable channel members , there exists re-lationship learning effect , which is different from the experience effect and helps improve total channel performance .For different channel members , the impact of relationship learning on channel performance shows asymmetry , which means the relationship learning effect of the dominate part not only leads the promotion of whole channel performance , but helps the dominant part to gain comparatively higher profit shares , while the relationship learning effect of the subordinate part is insignificant .Methodolo-gies and findings provide new angles for relationship learning research , implications in theory and practice .