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以营销渠道中投机行为的相互性为研究对象,基于相互性理论和营销渠道行为理论提出4个假设,以制造企业的营销渠道负责人为调查对象,通过问卷调查共获得139份有效问卷,采用多元调节回归模型对数据进行分析,探讨营销渠道中企业之间投机行为的相互性以及企业交易专有资产在其中发挥的影响作用。结果显示,投机行为在渠道合作伙伴之间具有相互性;企业针对合作伙伴在交易专有资产上的投入不但会降低其渠道投机行为,而且会正向调节渠道合作伙伴之间投机行为的相互性;企业针对合作伙伴在交易专有资产上的投入与合作伙伴的渠道投机行为之间无显著的相关关系。
Taking the mutuality of speculation in marketing channels as the research object, four hypotheses are proposed based on the theory of reciprocity and the theory of marketing channel behavior, and the responsible persons of the marketing channels of manufacturing enterprises are surveyed. A total of 139 valid questionnaires are obtained through questionnaire survey, Regulate the regression model to analyze the data to explore the mutuality of speculation among enterprises in the marketing channel and the influence of the proprietary assets of the enterprise transaction. The results show that the speculative behavior is mutually exclusive among channel partners. The firm’s investment in partner-specific assets not only reduces its channel speculation, but also positively adjusts the mutual speculative behavior among channel partners There was no significant correlation between the firm’s investment in partner-specific assets and the channel speculation by partners.