企业社交媒体能力对渠道合作绩效的影响研究

Research on the Impact of Firm Social Media Capabilities on Channel Cooperation Performance

基于资源基础理论和营销渠道的相关研究,探讨企业社交媒体能力对渠道边界人员信息分享和渠道合作绩效的影响,并检验社交媒体导向的调节作用。以制造商和经销商的合作为研究情境,从制造商的角度收集了474份有效问卷,实证检验结果表明:企业社交媒体能力对渠道边界人员的信息分享具有正向促进作用,渠道边界人员的信息分享对渠道合作绩效具有正向促进作用;社交媒体鼓励导向会正向调节企业社交媒体能力与渠道边界人员信息分享之间的正向关系,社交媒体控制导向会负向调节企业社交媒体能力与渠道边界人员信息分享之间的正向关系。

Based on the resource-based theory and related research on marketing channels,this study discusses the impact of firm social media capabilities on the information sharing among channel boundary personnel and channel cooperation performance,and examines the moderating effect of social media orientation.In the context of the cooperation between manufacturers and distributors,474 valid questionnaires were collected from manufacturers,and the empirical results showed that firm social media capabilities have a positive effect on the information sharing among boundary personnel,channel boundary personnel information sharing has a positive effect in promoting channel cooperation performance,social media encouragement orientation will positively moderate the positive relationship between the firm social media capabilities and the boundary personnel information sharing,and the social media control orientation will negatively moderate the positive relationship between firm social media capabilities and the boundary personnel information sharing.