论文部分内容阅读
传统渠道行为研究中,消费者对零售商-供应商关系中渠道行为的影响很少受到关注。论文以百货商店与运动休闲服饰品牌供应商关系为研究背景,将消费者纳入渠道依赖研究框架,利用零售商和消费者的双边配对数据实证检验了消费者对零售商的店铺忠诚和对供应商的品牌忠诚行为对零供关系中依赖结构的影响,以及零售商顾客忠诚计划对上述关系的调节作用。研究发现消费者的品牌忠诚对零售商依赖有显著正向影响;消费者的店铺忠诚则对供应商依赖有显著正向影响;零售商的顾客忠诚计划显著增强消费者店铺忠诚对供应商依赖的影响,削弱消费者品牌忠诚对零售商依赖的影响。研究发现对突破渠道行为理论传统的二元分析范式,关注消费者在渠道行为研究中的作用具有重要启发意义。
In the study of traditional channel behavior, the influence of consumers on the channel behavior in the retailer-supplier relationship has seldom been noticed. Taking the relationship between department store and sportswear brand supplier as the research background, the paper puts consumers into the channel-dependent research framework and uses the bilateral matching data between retailers and consumers to empirically test consumer loyalty to retailers and to suppliers The impact of brand loyalty on the dependency structure in the zero-supply relationship and the regulatory role of the retailer’s customer loyalty program in these relationships. The study found that consumer brand loyalty has a significant positive impact on retailer dependence; consumer store loyalty has a significant positive impact on supplier dependence; retailer’s customer loyalty program significantly enhances consumer loyalty to supplier dependence Impact, weakening the impact of consumer brand loyalty on retailers. The research found that it is of significant enlightenment to pay attention to the role of consumers in the study of channel behavior by breaking through the traditional dual analysis paradigm of channel behavior theory.