最终用户关系投资、卖方依赖不对称性与渠道绩效研究——基于制造商对品牌社区非直接盈利性关系投资的视角  

Research on End User Relationship Investment,Seller Dependence Asymmetry,and Channel Performance:From the Perspective of Manufacturers′Indirect For-Profit Relationship Investment in Brand Communities

作　　者：曾世强 陈健[2] ZENG Shiqiang;CHEN Jian(Shanghai Institute of Technology,Shanghai 201418,China;Shanghai Normal University,Shanghai 200234,China)

机构地区：[1]上海应用技术大学,上海201418 [2]上海师范大学,上海200234

出　　处：《山西经济管理干部学院学报》2024年第3期13-19,共7页Journal of Shanxi Institute of Economic Management

基　　金：国家社会科学基金一般项目“‘一带一路’沿线消费者对中国品牌评价的影响机制研究”(21BGL134)。

摘　　要：针对卖方依赖不对称性问题,与以往研究主要关注渠道治理不同,文章从最终用户关系投资视角,探讨品牌社区中制造商的非直接盈利性关系投资能否调节卖方依赖不对称性对渠道绩效的影响。以中国某轮胎制造商的零售商和品牌社区中的最终用户为研究对象,利用问卷调查收集数据,运用层级回归模型和Bootstrap法对研究假设进行检验。研究发现,卖方依赖不对称性对渠道绩效存在显著负向影响,而品牌社区中制造商的非直接盈利性关系投资,不仅可以提升最终用户对制造商的信任和承诺,而且可以通过最终用户承诺提升渠道绩效,调节卖方依赖不对称性对渠道绩效的影响,缓解卖方依赖不对称性的负向作用。Aiming at the problem of seller dependence asymmetry,unlike previous studies which mainly focused on channel governance,this paper explores whether the impact of seller dependence asymmetry on channel performance can be moderated by the manufacturers′indirect for-profit relationship investment in brand communities from the perspective of end user relationship investment.Taking retailers and end users in the brand community of a tire manufacturer in China as the research objects,the questionnaire survey is used to collect data,and the hierarchical regression model and Bootstrap method is used to test the research hypothesis.It is found that seller dependence asymmetry has a significant negative impact on channel performance,and the manufacturer′s investment in the indirect for-profit relationship in the brand communities can not only enhance the trust and commitment of end users to manufacturers,but also improve channel performance through end user commitment,and regulate the influence of seller dependence asymmetry on channel performance,and mitigate the negative effects of seller dependence asymmetry.

关 键 词：卖方依赖不对称性 渠道绩效 品牌社区 制造商非直接盈利性关系投资 

分 类 号：F713[经济管理—产业经济]