经销商感知公平与渠道关系质量的实证研究

营销科学学报 ›› 2012, Vol. 8 ›› Issue (2): 45-63.

经销商感知公平与渠道关系质量的实证研究

杨力，刘佳，胡左浩，赵平

杨力，清华大学经济管理学院在读博士，Email：yangl2.10@sem.tsinghua.edu.cn。
刘佳，大众汽车（中国）投资有限公司，Email：flora.liu@gmail.com。
胡左浩，清华大学经济管理学院教授，Email：huzh@sem.tsinghua.edu.cn。
赵平，清华大学经济管理学院教授，Email：zhaop@sem.tsinghua.edu.cn。

出版日期:2012-06-01 发布日期:2013-03-31

An Empirical Study on How Distributors’ Perceived Fairness Impacts on Channel Relationship Quality

Yang Li, Liu Jia, Hu Zuohao, Zhao Ping

Yang Li, School of Economics and Management, Tsinghua University;
Hu Zuohao, School of Economics and Management, Tsinghua University;
Zhao Ping, School of Economics and Management, Tsinghua University;
Liu Jia, Volkswagen Automobile (China) Investment Co., Limited.

Online:2012-06-01 Published:2013-03-31

摘要/Abstract

摘要：

本文主要研究在我国制造商与经销商渠道关系中经销商感知公平对渠道关系质量的影响机制，在关系营销范式下构建了一个新的影响机制模型，基于对我国手机行业348家经销商企业的调查问卷，运用结构方程模型对概念模型进行了实证检验，并通过模型分析获得了一些新的研究发现。

关键词: 公平性, 渠道关系质量, 关系营销

Abstract:

In the paradigm of relationship marketing, this study sets out in the channel context of Chinese manufactures and distributors to address the association between distributors’ perceived fairness and relationship quality and proposes a new conceptual model. Structural equation modeling analysis was conducted to validate the conceptual model based on data from 348 Chinese cell phone distributors. Some new findings were achieved through the model analysis.

Key words: Fairness, channel relationship quality, relationship marketing

杨力，刘佳，胡左浩，赵平. 经销商感知公平与渠道关系质量的实证研究[J]. 营销科学学报, 2012, 8(2): 45-63.

Yang Li, Liu Jia, Hu Zuohao, Zhao Ping. An Empirical Study on How Distributors’ Perceived Fairness Impacts on Channel Relationship Quality[J]. Journal of Marketing Science, 2012, 8(2): 45-63.