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E88107
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零售商產品增添決策:關係行銷、交易行銷與競爭考量
Modeling the Decision of Retail Product Additions: Relationship Marketing, Transaction Marketing, and Competition
1.顧萱萱
1.Hsuan-hsuan Ku
1.東吳大學國際貿易學系
1.Department of International Business, Soochow University
001,002,003,004
1.東吳大學國際貿易學系
1.Department of International Business, Soochow University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1998-08-01
A.14 計畫執行期間(訖):1999-07-31
A.16 收到日期:2000-05-02
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97


97
001,002,003
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C.2 聯絡日期:2000-05-19
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1.東吳大學國際貿易學系
1.Department of International Business, Soochow University
1
C.7 資料公開日期:2001-08-01
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008
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1.交易行銷
2.關係行銷
3.關係利益
4.關係取向
5.關係終止成本
1.Long-term Orientation
2.Relationship Benefits
3.Relationship Marketing
4.Relationship Termination Cost
5.Transaction Marketing
本研究探討製造商關係行銷、交易行銷和競爭對偶關係層次差異對零售商產品增添決策的影響,並導入零售商關係取向,分析其調節角色,瞭解零售商因不同關係取 向,受製造商關係行為、交易條件相對影響程度的差異。研究結果依據97家消費性電子產品零售商實證資料,顯示無論當零售商視製造商為長期合作夥伴或短期交 易對象,交易行銷對零售商產品增添決策之影響均高於關係行銷;其次,關係行銷和交易行銷影響效果對重視長期關係取向的零售商而言均大於重視短期取向者;再 者,當零售商與目前合作製造商的關係終止成本較高時,相較於較低情境,對接受新產品意願有明顯降低影響,關係利益則未如假設預期。

Treating retailer long-term orientation as a moderate variable , this article examines the impact of relationship marketing and transaction marketing on retailers\' product additions. In addition , this study also explores the influence of channel dyadic relationship on retailers\' product additions. The empirical results, which based on data from 97 common retailers selling consumer electronic goods, show that compared with relationship marketing,the impact of transaction marketing on retailers\' product additions is greater no matter what relationship orientation . Relationship marketing and transaction marketing are more effective on retailers with long-term orientation than short-term orientation. Relationship termination cost were negatively associated with retailers\' product additions.

D.16 完成檢誤日期:2001-10-12
D.17 預定釋出日期:2001-12-04
D.18 初次釋出日期:2001-12-04
D.19_1 最新版釋出日期:2001-12-04
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10.6141/TW-SRDA-E88107-1
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