关系变速视角下渠道关系学习的动态机制研究

Dynamic Mechanism of Channel Relation Learning from the Perspective of Relationship Velocity

基于关系变速视角的关系营销理论,构建渠道关系学习前因与后果的动态研究模型,运用多元层次回归分析方法,依据高新技术产业园区的制造商和其经销商的渠道关系的相关数据,考量渠道关系学习的动态机制。结果显示:渠道关系学习正向影响渠道关系绩效;信任水平在关系学习影响关系绩效的过程中起调节作用;信任变速、承诺变速、环境不确定性和专有资产投资对关系学习有显著促进作用;承诺水平、信任水平对关系学习虽有显著影响,但是加入承诺变速和信任变速后,承诺水平和信任水平对关系学习的影响不再显著,关系变速变量相对关系水平变量更能预测渠道行为。鉴于此,企业在利用关系学习进行渠道管理过程中不仅要重视关系水平的作用,更要重视关系变速的作用,以此来执行动态关系营销管理,从而提升企业的渠道治理绩效。

Based on the relationship marketing theory from the perspective of relationship velocity,this paper constructs a dynamic research model for the causes and consequences of channel relational learning,uses multi-level regression analysis method,and studies the dynamic mechanism of channel relationship learning according to the relevant data of manufacturers and dealers of high-technology industrial park.The study finds that channel relationship learning positively affects channel relationship performance;trust level plays a moderating role in the process of relationship learning affects relationship performance;trust velocity,commitment velocity,environmental uncertainty and asset specificity significantly promote relationship learning;commitment level,trust level have significant influence on relationship learning,but the effect of commitment level and trust level on relationship learning is not significant after the addition of commitment velocity and trust velocity.This study verifies that the relational velocity variable can better predict channel behavior from a dynamic perspective,which inspires enterprises to actively implement dynamic relationship marketing and develop dynamic channel learning in the process of using relationship learning to improve channel performance.