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： 一、虛擬通路和實體通路在依賴和影響策略的關係上，有相同也有不一樣的地方。 二、虛擬通路商和廠商間的總依賴程度，對強制策略、承諾策略和非強制策略皆有正向的影響。 三、虛擬通路商和廠商間若存在依賴的不對稱，且虛擬通路商較不依賴廠商的情況下，虛擬通路商會採用較多的強制策略、較多的承諾策略以及較多的非強制策略。 四、若廠商和虛擬通路商間具有共享的關係規範，會使虛擬通路商採用較多的承諾策略和較多的非強制策略。 五、進一步將廠商對影響策略的感受經由因素分析重新萃取出三種因素，在不同程度的總依賴和依賴不對稱的形式中，大部分的因素之間具有顯著的差異。
本研究在理論貢獻上，除了重新檢驗過去實體通路理論在虛擬通路中的適用性，也將虛擬通路間廠商對影響策略的感受重新分類。研究成果有助於強化相關理論在不同情境下的討論，也有助於影響策略的後續研究。在實務貢獻上，能夠使想要進入虛擬通路的廠商了解其和虛擬通路商的互動關係以及通路商經常採用的影響策略，廠商也能透過和虛擬通路商建立良好的資訊交流環境，換取虛擬通路商採用更多資訊交換、請求和建議等影響策略的行為。 ;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.
