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研究制造商的控制机制、分销商的态度性承诺与分销商的市场知识转移间的关系,揭示了制造商使用控制机制对分销商市场知识转移产生的直接影响以及通过分销商的态度性承诺产生的间接影响。利用中国家电产业225对制造商与分销商配对样本,采用结构方程模型对假设进行验证。研究结果表明,制造商的契约控制有利于分销商的市场知识转移,而过多使用契约控制则不利于分销商的市场知识转移,制造商的关系规范控制有利于分销商的市场知识转移;制造商通过使用契约控制增加分销商的算计性承诺、减少忠诚性承诺,间接减少分销商的市场知识转移,而通过使用关系规范控制则可以增加分销商的忠诚性承诺,间接促进分销商的市场知识转移。从理论上扩展了控制机制和态度性承诺在渠道关系中的作用,揭示了制造商控制机制对分销商市场知识转移的影响效果和影响路径,为制造商采用恰当的控制机制影响分销商的态度性承诺,以更多地获取分销商的市场知识提供了有益的指导。
Research on the control mechanism of the manufacturer, the relationship between the distributor’s attitude commitment and the distributor’s market knowledge transfer reveals the direct influence that the manufacturer uses the control mechanism on the distributor market knowledge transfer and the attitude commitment through the distributor The indirect impact. Matching samples of manufacturers and distributors using Chinese household appliance industry 225, the structure equation model is used to verify the hypothesis. The results show that the manufacturer’s contract control is beneficial to the distributor’s market knowledge transfer, while overcontrol contract control is not conducive to the distributor’s market knowledge transfer, and the manufacturer’s relational control is conducive to distributors’ market knowledge transfer. Manufacturing By using the contract control to increase the distributors ’computational commitment, reducing the loyalty commitment and indirectly reducing the distributors’ market knowledge transfer, the quotient dealers can increase their loyalty commitment and indirectly promote the distributor’s market knowledge through the use of the relation-based control Transfer. It theoretically extends the role of control mechanism and attitude commitment in channel relationship, reveals the effect and influence path of manufacturer control mechanism on distributor market knowledge transfer, and uses the appropriate control mechanism to influence distributors’ attitude toward manufacturers Sexual commitment, in order to obtain more distributors knowledge of the market provided a useful guide.