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IT技术在营销渠道中的应用为企业进行渠道治理提供了更好的条件,但已有文献对其作用方式的分析还不够深入。文章通过问卷调查收集数据,应用统计分析方法进行检验,探讨了IT能力对企业间关系质量与关系型渠道治理机制(分为共同制定计划与共同解决问题)之间的调节作用。研究结果确认了IT能力的这种调节作用:企业间关系质量对共同制定计划与共同解决问题有正向影响,而IT能力能够强化企业间关系质量与关系型渠道治理机制之间的正相关关系。另外,研究还发现:共同解决问题对渠道合作伙伴的投机行为有显著的负向影响,而共同制定计划的影响则不显著。
The application of IT technology in marketing channels provides better conditions for enterprises to implement channel governance, but the existing literature has not deepened the analysis of its mode of action. The article collects data through questionnaire surveys and applies statistical analysis methods to examine the regulatory role of IT capabilities in the quality of inter-firm relationships and the relationship-based channel governance mechanism (which is divided into co-developing plans and jointly solving problems). The findings confirm this moderating role of IT capabilities: the quality of inter-firm relationships has a positive effect on jointly planning and jointly solving problems, while IT capabilities can strengthen the positive relationship between inter-firm relationship quality and relational channel governance mechanisms. . In addition, the study also found that: jointly solving the problem has a significant negative impact on the channel partners’ speculative behavior, while the impact of the joint development plan is not significant.