专用资产投资、依赖不对称性对分销商战略信息分享的影响

An Empirical Study of the Impact of Specific Asset Investment and Dependent Asymmetry on the Strategic Information Sharing of Distributors

基于交易成本理论和权力依赖理论,构建专用资产投资、依赖不对称性和分销商战略信息分享之间的关系模型,以探析我国营销渠道中分销商战略信息分享的影响因素。结果显示,制造商专用资产投资和分销商专用资产投资均对分销商战略信息分享有正向影响;依赖不对称性对分销商战略信息分享有显著影响并且对专用资产投资有明显的调节作用。

Based on the transaction-cost and power-dependent theory,and taking 22 appliance markets in Anhui province as the example,this paper constructs a model of logic relationships among specific asset investment,dependent asymmetry and the strategic information sharing of distributors to conduct an empirical study of the factors impacting the strategic information sharing of distributors in Chinese marketing channels.Through using SPSS 17.0 to analyze the data of 255 samples,the research results show that（1） the specific asset investment from manufacturers and distributors can positively affect the strategic information sharing of distributors;（2） dependent asymmetry has a significant influence on the strategic information sharing of distributors and plays an evident role on specific asset investment as a moderator.