Exploring the Relationships of Channel Members’ Relational Investment、Control Mechanisms and Relationship Response Styles

[[abstract]]摘要 本研究探討關係滿意，零售商專屬投資與替代方案吸引力如何透過關係承諾 影響關係回應型式，以及釐清實證上未被驗證之通路成員如何透過有效的運用控 制機制來規範與促進雙方的合作關係。以台灣傳統食品產業的零售商為研究對 象，採用立意抽樣的方式取得226份有效問卷，透過因素分析檢測各構念的收斂 效度與區別效度，再經由迴歸分析進行假設檢定。 研究結果發現：(1)關係滿意、零售商交易專屬投資與關係承諾有顯著正向 關聯，而替代方案的吸引力與關係承諾有顯著的負向關聯；(2)關係承諾與忠誠、 意見有顯著正向關聯，而關係承諾與投機、忽略、退出有顯著的負向關聯；(3) 控制機制對關係滿意、零售商交易專屬投資、替代方案吸引力與關係承諾之間具 有部分的干擾效果；(4)關係承諾具有中介效果，亦即關係滿意與零售商交易專 屬投資正向影響關係承諾，並透過關係承諾正向影響忠誠與意見回應型式，同時 負向影響投機、忽略與退出回應型式；(5)替代方案的吸引力會負向影響關係承 諾，並透過關係承諾正向影響投機、忽略與退出回應型式，同時負向影響忠誠與 意見回應型式。[[abstract]]ABSTRACT The thesis aims to examine how satisfaction retailer’s transaction specific investment and alternative attractiveness affect relationship response styles through relationship commitment Examination also extends to test the moderating effects of control mechanisms on the relationship between relational investment and commitment A total of 226 effective samples were collected to test the hypotheses The results show that satisfaction and retailer’s transaction specific investments are positively related to retailer’s commitment Alternative attractiveness is negatively related to retailer’s commitment Retailer’s commitment is positively associated with loyalty and voice of relationship response and is negatively associated with opportunism neglect and exit of relationship response Control mechanisms partially moderate the relationship between relational investment and commitment Relationship commitment significantly mediates the relationship between satisfaction retailer’s transaction specific investment alternative attractiveness and relationship response style