态度承诺对关系价值影响作用的实证研究  

An Empirical Study on the Effect of a Retailer's Attitudinal Commitment on its Relationship Value Creation

作　　者：陶蕾[1] 刘益[1] 张志勇[1] 

机构地区：[1]西安交通大学管理学院,陕西西安710049

出　　处：《商业经济与管理》2008年第1期52-56,63,共6页Journal of Business Economics

基　　金：国家自然科学基金项目(702720237;0572037;70121001);新世纪优秀人才支持计划(NCET-04-0933)资助

摘　　要：本文探讨了零售商对供应商的态度承诺如何通过影响控制机制的使用而最终影响零售商从与供应商关系中获得的关系价值。通过对中国家电业251对零售商-供应商关系的问卷调研数据的分析,检验了所提出的概念模型及假设。研究结论表明零售商对供应商的不同类型的态度承诺通过控制机制使用的不同选择能为零售商带来不同的关系价值。这一结论对于零售商如何在不同的态度承诺下选择和使用恰当的控制机制以获得最大的关系价值具有重要的启示作用。This study discusses the effect of a retailer＇s attitudinal commitment on its use of control mechanism, which ultimately has effects on the relationship value the retailer gains from the retailer - supplier relationship. The model with hypothesis is tested by analyzing the survey data from a sample of 251 dyads of retailer- supplier relationships in household appliances industry in China. Our findings indicate that a retailer＇s different attitudinal commitment can bring different relationship value for the retailer itself through its choice of different control mechanism. The results are favorable for retailers with different attitudinal commitment to choose appropriate control mechanisms to gain maximum relational value.

关 键 词：态度承诺 控制机制 关系价值 

分 类 号：F713.50[经济管理—市场营销]