渠道是营销的重要职能之一,信任、承诺、满意是渠道关系质量的重要测度变量。本文实证分析了渠道关系中的信任、承诺、满意对渠道形式选择的影响。研究发现,渠道关系对传统渠道与电子渠道形式选择都有正向影响。 Channel is one of the important functions of marketing, trust, commitment, satisfaction is an important measure of the quality of channel relationships. This paper empirically analyzes the influence of trust, commitment and satisfaction on the choice of channel form in channel relationship. The study found that the relationship between channels has a positive effect on the choice of traditional channels and electronic channels.