电子商务环境下中小制造企业双渠道协调机理研究
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摘要
随着互联网和电子商务的蓬勃发展,越来越多的中小制造企业选择自己构建网络平台或者依托第三方网络平台开展网络分销。伴随着网络分销渠道规模的扩大,传统渠道的客户可能转移到网络渠道,引发中小制造企业和传统零售商之间争夺共同目标客户的渠道冲突,进而导致制造商在市场份额、销售收入、利润乃至售后服务质量等多方面利益的损失。因而对于开展传统分销和网络分销的中小制造企业需要了解哪些因素会促进双渠道协调的形成,从而减少双渠道运营中可能发生的冲突。
本文在计划行为理论框架的基础上,结合双渠道运营特征提出影响双渠道协调的概念模型和测量模型,对开展双渠道营销的中小制造企业进行抽样调查,采集有效企业样本452份,运用基于PLS的结构方程建模方法验证了双渠道协调形成机理的因果关系模型。最后,借助AMOS软件对因果关系模型中变量的中介效应和调节效应进行检验。
实证研究结果显示,制造商的双渠道协调意愿,即协调态度、意图以及对协调的预期结果是影响制造商主动实施双渠道协调策略、进而影响渠道协调绩效的直接影响因素。研究结果说明,制造商需要加强和维护与零售商的长期合作关系、提升消费者的在线购物接受程度,以达到双渠道协调运作。研究结论可以为中小制造企业协调传统分销和网络分销双渠道的运营提供决策借鉴。
With the vigorous development of the Internet and electronic commerce, more and more Small and Medium-sized Manufacturing Enterprises have chosen to build their own network platform or rely on the third-party network platforms to carry out the network distribution. Along with the expansion of the network distribution channels, customers from traditional channels may transfer to the network channel, causing channel conflict between the Small and Medium-sized Manufacturing Enterprises and traditional retailers in competing for the common customers. furthermore benefits loss of market shares, sales income, profits and after-market service quality was caused. So Small and Medium-sized Manufacturing Enterprises should understand which factors promote the forming of double channel coordination to reduce potential conflicts between physical distribution channel and networks distribution channel.
On the basis of planned behavior theory and double channel characteristics, this paper suggested a conceptual model and the measurement models about the formation of double channel coordination. Later, we got 452 effective enterprise samples through the sample survey of related enterprises, on which the casualty model of double channel coordination formation mechanism was proved using PLS-based structure equation model. At last, this paper tested the effects of mediator and moderator variables in causation model.
The empirical results show as follows:the willingness of manufactures'double channel coordination, namely coordination attitude, intention and expected result influence their enthusiasm of executing coordinative strategies directly, which furthermore impact channel coordination performance. The investigation results show that manufactures need to strengthen and maintain the long-term cooperation with retailers, and promote consumer's online shopping acceptance, then harmonious operation of the double channel will be realized. This conclusion can be helpful to Small and Medium-sized Manufacturing Enterprises with the intention of running both traditional and Internet distribution.
本文在计划行为理论框架的基础上,结合双渠道运营特征提出影响双渠道协调的概念模型和测量模型,对开展双渠道营销的中小制造企业进行抽样调查,采集有效企业样本452份,运用基于PLS的结构方程建模方法验证了双渠道协调形成机理的因果关系模型。最后,借助AMOS软件对因果关系模型中变量的中介效应和调节效应进行检验。
实证研究结果显示,制造商的双渠道协调意愿,即协调态度、意图以及对协调的预期结果是影响制造商主动实施双渠道协调策略、进而影响渠道协调绩效的直接影响因素。研究结果说明,制造商需要加强和维护与零售商的长期合作关系、提升消费者的在线购物接受程度,以达到双渠道协调运作。研究结论可以为中小制造企业协调传统分销和网络分销双渠道的运营提供决策借鉴。
With the vigorous development of the Internet and electronic commerce, more and more Small and Medium-sized Manufacturing Enterprises have chosen to build their own network platform or rely on the third-party network platforms to carry out the network distribution. Along with the expansion of the network distribution channels, customers from traditional channels may transfer to the network channel, causing channel conflict between the Small and Medium-sized Manufacturing Enterprises and traditional retailers in competing for the common customers. furthermore benefits loss of market shares, sales income, profits and after-market service quality was caused. So Small and Medium-sized Manufacturing Enterprises should understand which factors promote the forming of double channel coordination to reduce potential conflicts between physical distribution channel and networks distribution channel.
On the basis of planned behavior theory and double channel characteristics, this paper suggested a conceptual model and the measurement models about the formation of double channel coordination. Later, we got 452 effective enterprise samples through the sample survey of related enterprises, on which the casualty model of double channel coordination formation mechanism was proved using PLS-based structure equation model. At last, this paper tested the effects of mediator and moderator variables in causation model.
The empirical results show as follows:the willingness of manufactures'double channel coordination, namely coordination attitude, intention and expected result influence their enthusiasm of executing coordinative strategies directly, which furthermore impact channel coordination performance. The investigation results show that manufactures need to strengthen and maintain the long-term cooperation with retailers, and promote consumer's online shopping acceptance, then harmonious operation of the double channel will be realized. This conclusion can be helpful to Small and Medium-sized Manufacturing Enterprises with the intention of running both traditional and Internet distribution.
引文
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