185 / 322
185
臺大管理論叢
2016/9
第
26
卷第
3
期
185-214
DOI: 10.6226/NTUMR.2016.DEC.R.12005
製造商對配銷商解構行為的知覺與回應
摘 要
本研究旨在發展製造商知覺配銷商解構行為之模式，採個案研究和問卷調查之混合方法
設計。結果顯示：
(1)
「網絡密度」對「知覺配銷商解構行為」有正向效果，「網絡集中
度」則為負向作用；
(2)
「成員互賴性」和「關係規範」均能抑制「知覺配銷商解構行為」，
但「制式契約」會增加；
(3)
「知覺配銷商解構行為」對「目標達成」和「關係品質」均
有正向影響；
(4)
「成員互賴性」和「關係規範」的程度愈高，製造商較會採取「正面回
應策略」；
(5)
製造商採「正面回應策略」比「負面回應策略」，更能提升「目標達成」
和「關係品質」；
(6)
「知覺配銷商解構行為」和「回應策略」在解構過程中扮演中介角
色。最後提出學術與管理意涵，以及未來研究方向。
【關鍵字】
知覺解構行為、網絡結構、通路關係
Abstract
This study develops a model to understand perceived destructive acts of distributors from
manufacturers’ viewpoints. A mixed method research design including qualitative and
quantitative analyses is used in this empirical study, yielding the following findings: (1)
manufacturers perceive more destructive acts of distributors when there is higher network
density but fewer when there is network centrality; (2) the higher the total dependence is and
the more norms there are, the fewer destructive acts of distributors that occur; however, the
more normative contracts there are, the more destructive acts of distributors that occur; (3)
perceived destructive acts of distributors lead to a lowering of goal achievement and
relationship quality; (4) as total dependence and relational norms of channel relationship
increases, positive strategies of manufacturers are more favorable than negative ones, but
formal contracts do not; (5) the response to positive strategies of manufacturers has more
favorable effects than that to negative strategies on both goal achievement and relationship
quality; and (6) the perceived destructive acts of distributors and response strategies of
manufacturers exert partial mediating effects during destructive process. Finally, in this
paper, both theoretical and managerial implications are discussed.
【
Keywords
】
perceived destructive behavior, network structure, channel relationship
Manufacturer Perceptions and Responses to Destructive Behaviors
of Distributors
趙琪
/
國立雲林科技大學企業管理系教授
Chyi Jaw
, Professor, Department of Business Administration, National Yunlin University of Science and
Technology
羅珏瑜
/
實踐大學高雄校區行銷管理學系助理教授
Jyue-Yu Lo
, Assistant Professor, Department of Marketing Management, Shih Chien University,
Kaohsiung Campus
王海權
/
國立雲林科技大學企業管理研究所碩士
Hai-Chuan Wang
, Master, Department of Business Administration, National Yunlin University of Science
and Technology
Received 2012/2, Final revision received 2014/12