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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/65185

    Title: 虛擬通路中通路商和廠商的依賴和影響策略;The Interdependence and Influence Strategies BetweenPlatform Provider and Merchandise Provider in Online Channels
    Authors: 王維聖;Wang,Wei-Sheng
    Contributors: 企業管理學系
    Keywords: 虛擬通路;依賴;影響策略;關係規範;online channels;interdependence;influence strategies;relational norms
    Date: 2014-07-28
    Issue Date: 2014-10-15 14:42:50 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 本研究以依賴理論以及影響策略的觀點,輔以賴其勛教授(2009)所提出的理論架構為背景,並參考Heide and John(1992)所提出的關係規範,探討虛擬通路商和廠商間雙方的總依賴程度、以及不同依賴形式下對於虛擬通路商對廠商所採用的影響策略之間的關係,並探討不同的關係規範下對兩者之間所產生的干擾以及調節效果。本研究以雅虎超級商城的廠商為研究對象,使用廠商在平台上的客服窗口投遞問卷,實證分析結果顯示:

    ;In this study, we would discuss the relationship between online channels from the point of dependency theory and influence strategies, supported by the theoretical frameworkproposed byLai(2009) and relational norms proposed by Heide and John(1992). The study aims to analyze the relationship between total interdependence, interdependence asymmetryand influence strategies. We also wonder if relational norms would play an important role in the relationship. Apart from previous studies pay lots of attentions on physical channels, this study take online channels as study fields to review previous studies.
    The empirical analysis showed that:
    1. There are some differences between online channels but some share the same concepts.
    2. Total interdependence between online channelshas a positive impact on coercive strategies, promise strategies and non-coercive strategies.
    3. Under interdependence asymmetry which Yahoo has less dependence, Yahoo would adopt more coercive strategies, more promise strategies and more non-coercive strategies.
    4. If there are shared norms and values between Yahoo and their partners, Yahoowill adopt more promise strategies and more non-coercive strategies.
    5. To further analyze the perception of different influence strategies between online channels, the study extracted three factors from the 10 items of influence strategies. Under different levels of total interdependence and different types of interdependence asymmetry, most of the extracted factors have significant differences.
    On the theoretical contribution of this study, in addition to re-test the applicability of the theory in the physical channels, we also reclassify the influences between online channels. In practice contribution, the study enablethose who want to joinonline channels to understand the influence strategies they are about to perceive. The study also suggeststo build relational norms for the exchange of more information exchange, more request and more recommendations from online platform providers.
    Appears in Collections:[企業管理研究所] 博碩士論文

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