汽车行业渠道激励、满意、绩效关系的实证研究

Empirical Study on the Relationship among Channel Incentive,Channel Satisfaction & Channel Performance of Automobile Industry

在文献研究的基础上构建了渠道激励—渠道满意—渠道绩效关系模型,并以146家汽车经销商为实证样本,采用因子分析、回归分析检验了模型的假设关系。研究发现:渠道激励不能直接影响渠道绩效,但可以通过渠道满意而间接影响渠道绩效;渠道满意既直接影响渠道绩效,也是渠道激励和渠道绩效发挥作用的中间环节。

In order to confirm the correlation among channel incentive, channel satlstaction ano charmer performance, this paper built up a model of channel incentive, channel satisfaction and channel performance through literature review. To test hypotheses of the model, data were collected from 146 in automo- bile companies China, and CFA and RA were also used. Findings were as follows： first of all, channel in- centive can not affect channel performance directly, but affect channel performance indirectly through channel satisfaction; moreover, channel satisfaction not only influence channel performance directly, but also is the link of channel incentive to affect channel performance.