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本文以供应商和经销商间的渠道关系为研究对象,应用调查数据检验了渠道满意对渠道成员退出倾向和呼吁行为的影响,以及这一影响过程中长期导向的中介作用和关系长度的调节作用。研究结果表明,渠道满意对渠道成员的退出倾向有显著的负向影响,对呼吁行为有显著的正向影响。长期导向在渠道满意与呼吁行为之间起到完全中介作用,但在渠道满意和退出倾向之间没有发挥中介作用。关系长度在渠道满意对呼吁行为的影响中起负向调节作用。
This article takes the channel relationship between suppliers and distributors as the research object, and uses the survey data to test the influence of channel satisfaction on the withdrawal tendency and appealing behavior of channel members, and the medium-long-term mediating role and the relationship length regulation in this process . The results show that the channel satisfaction has a significant negative impact on the withdrawal of channel members, and has a significant positive impact on the appeal behavior. Long-term orientation plays a complete intermediary role between channel satisfaction and appealing behavior, but does not play an intermediary role in the channel satisfaction and exit tendencies. The relationship length plays a negative regulatory role in the influence of channel satisfaction on the appeal behavior.