零售商对供应商的信任、控制机制使用和价值创造之间的关系研究

A Study on the Interrelationship between a Retailer's Trust in Its Supplier,Use of Control Mechanism and Relational Value Creation

面对日益激烈的竞争环境,零售企业越来越注重与其供应商建立长期稳定的合作关系以应对挑战。本文研究的是垂直渠道关系中零售商对供应商的信任、控制机制的使用以及从与供应商关系中获得的关系价值之间的关系。通过对中国家电业414对零售商-供应商关系的问卷调研数据的分析,运用因子分析及结构方程的方法,验证了我们提出的概念模型及假设。本文研究结论表明零售商对供应商的不同水平的信任通过不同的控制机制的使用能为零售商带来不同的关系价值。

In face of increasingly drastic competitive environment, retailers pay more and more attention to building long-term and steady relationships with suppliers to respond to those challenges This study discusses the relationships among a retailer＇s trust in its supplier, its use of control mechanism and the value it gains from the retailer-supplier relationship in the context of vertical channel relationships. We demonstrate the model and hypotheses pmpesed in this study using factor analysis and structural equation model in a sample of 414 dyads of retailer-supplier relationships in household appliances industry in China. Our findings indicate that different levels of a retailer＇s trust in its supplier can bring different relationship value for the retailer itself through its choice of different control mechanism.