业态演化对零售商行为作用的理论模型与推论

The Impact of Retailing Evolution on Retailers' Behavior in a S-R Relationship:A Conceptual Model and Some Propositions

通过文献研究发现,有关渠道关系的研究十分广泛,但将零售业态作为渠道行为系统的外部影响因素,与渠道行为之间的相关性研究却是理论研究的空白。文章提出一个零售业态演化对零售商作用机理的概念模型,并作如此推论:渠道权力与渠道信任是零售业态演化作用于渠道行为的中介变量,在供零关系中起着基础的作用;同时随着零售业态的演化,供应商渠道权力作用会下降,而零售商信任的作用将提高,进而导致供零的冲突下降、零售商关系承诺、沟通与合作水平增加,而投机行为受到抑制,零售商的满意度随之提高。

Despite recent progress in research on marketing channel behaviors, one important question remains： the impact of retailing evolution on behaviors of retailers in a S-R relationship. This paper fills the gap and presents a conceptual model about the impact mechanisms. First, channel power and channel trust are mediating variables, and they play a basic roll in the retailer-supplier relationship. Meanwhile, with the evolution of retailing, the power effect declines and trust effect improves. Secondly, the level of conflict between suppliers and retailers are lower, but the coordination, communication, commitment, and satisfaction are enhanced.