权力使用策略与渠道合作:IT能力的调节作用

Strategies of Exercising Power and Infirm Cooperation in Marketing Channels: The Moderating Effect of IT Capability

在渠道行为理论中,渠道权力一直是学术界关注的重要研究课题。本研究将IT能力纳入渠道权力的研究框架,以制造商和分销商之间的合作关系为研究情境,探究了IT能力对权力使用策略(包括使用强制性权力和使用非强制性权力两个方面)与渠道合作之间关系的调节作用。通过问卷调查收集有效数据288份,应用统计分析方法进行检验,研究结果表明:IT能力既会弱化制造商使用强制性权力对渠道合作的负向影响,也会弱化制造商使用非强制性权力对渠道合作的正向影响。这一研究与发现不但能够丰富渠道权力的研究文献,而且有助于在IT变革的背景下发展渠道管理行为的研究,采用新的视角和新的方法找寻新的、更有意义的研究课题。

In the literature of marketing channel behaviors,power has been an important topic.In the context of the dyadic relationship between manufacturers and distributors,this study incorporates information technology(IT)capability into the research framework of channel power,and investigates its moderating effect on the strategies of exercising power,operationalized as the exercises of coercive power versus exercises of non-coercive power.Based on the survey data of 288 respondents and statistical analysis tests,it finds that IT capability of manufacturers weakens both the negative effect of coercive power exercises and the positive effect of non-coercive power exercises on infirm cooperation in marketing channels.This study and its findings can not only help enrich the literature of channel power but also contribute to the research of channel management in the context of IT revolution.Also the study puts forward new and more meaningful topics by adopting new perspectives and methods.