社交媒体交互调节作用下渠道权力使用对渠道冲突的影响研究  

The Impact of Exercising Channel Power on Channel Conflict with The Moderation of Social Media Interaction

作　　者：赵星宇 庄贵军[1] 丰超 ZHAO Xingyu;ZHUANG Guijun;FENG Chao(Xi＇an Jiaotong University,Xi＇an,Chin)

机构地区：[1]西安交通大学管理学院

出　　处：《管理学报》2018年第7期1025-1032,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助重点项目(71132005);国家自然科学基金资助面上项目(71472149)

摘　　要：以渠道行为的相关研究为理论基础,将社交媒体交互纳入渠道权力的研究框架,以制造商和经销商之间的合作关系为研究情境,探讨了社交媒体交互对制造商使用渠道权力与渠道冲突之间关系的调节作用。通过对544份调查问卷所得的数据进行统计分析,研究表明:社交媒体交互会强化制造商使用强制性权力对渠道冲突的正向影响;社交媒体交互也会强化制造商使用非强制性权力对渠道冲突的负向影响。Based on the literature of marketing channel behaviors and taking the relationship between manufacturers and distributors as the research context,this paper introduces social media interaction to the channel power research framework and investigates its moderating effects on the relationship between channel power exercising and channel conflict.By analyzing the data collected from 544 respondents,the empirical research findings show that social media interaction strengthens the positive effect of coercive power exercising on channel conflict,and social media interaction also strengthens the negative effect of non-coercive power exercising on channel conflict.

关 键 词：社交媒体交互 使用强制性权力 使用非强制性权力 渠道冲突 

分 类 号：C93[经济管理—管理学]