产品危机对分销商反应方式及渠道氛围的影响研究

The Effect of Product-harm Crisis on Distributor's Reaction and Relationship Climate

文章认为产品危机导致了一种特殊的渠道情境,会对分销商反应方式及渠道氛围产生影响。通过对模型的构建与验证,文章的二十项假设有十三项获得支持,显示产品危机特征、供应商对产品危机的响应特征及危机前的渠道氛围能够影响分销商实施建设性反应方式和破坏性反应方式的可能性,而分销商的反应方式又影响到危机后的渠道氛围。研究中既考虑了产品危机对分销商反应方式这种短期行为的影响,又考虑了其对渠道氛围这种长期关系基础的影响,实现了对产品危机短期与长期影响后果的综合考虑。

This paper focused on the effect of product-harm crisis on distributor＇ s reaction and relationship climate of the distribution channel. We put forward 20 hypotheses, and 13 of them were supported, through which we found that the product-harm crisis situations, the responses of the supplier, and the pre-crisis relationship climate of distribution channel could affect the distributor＇ s reaction to the product-harm crisis. And the distributor＇ s reaction to the product-harm crisis would affect the post-crisis relationship climate of distribution channel.