论文部分内容阅读
以渠道治理的相关研究为理论基础,对288份问卷调查所得的数据做统计分析,探讨了网络环境下IT能力(分为IT技术能力和IT人员能力)对企业在营销渠道中使用合同治理机制(分为合同定制化和合同监督)的影响及其后果.分析结果显示:第一,IT技术能力对企业采用定制化合同和合同监督均有独立的正向影响,IT人员能力只对企业的合同监督有独立的正向影响;第二,两种IT能力对企业采用定制化合同和合同监督有正向的交互作用;第三,两种IT能力还能够通过定制化合同和合同监督提高企业与其渠道合作伙伴的关系质量.
Taking the related research of channel management as the theoretical basis, this paper makes a statistical analysis on the data from 288 questionnaires, and discusses the use of contract governance mechanism in the marketing channel of IT capability (divided into IT technical ability and IT staff capacity) in the network environment (Divided into contract customization and contract supervision) and its consequences.The analysis results show that: First, the ability of IT technology has an independent and positive impact on the adoption of customized contracts and contract supervision by enterprises, and the ability of IT personnel only affects the enterprises’ Contract supervision has an independent positive impact; second, the two kinds of IT capabilities have a positive interaction with enterprises using custom contracts and contract oversight; and third, the two IT capabilities can also enhance the business through customized contracts and contractual supervision The quality of the relationship with its channel partners.