移动商务价值链成员关系研究
|
摘要
随着移动互联网的飞速发展以及我国3G牌照的发放,移动商务作为一个全新的产业凭借其独特优势将获得更快的发展。传统的移动运营商个体间的竞争也逐渐演变成为了价值链的复杂竞争,维护移动商务价值链中成员的良好关系成为我国移动商务持续健康发展的保障。本文主要研究移动商务价值链成员关系的关系建立、关系发展和关系持续,试图构建全新的价值链成员关系模型,以丰富移动商务自身的理论基础,为价值链主导者提供启示,也为后续研究移动商务组织行为提供理论依据。
本文首先分析并构建了我国移动商务价值链框架。3G环境下,移动运营商向价值链上下延伸,成为最大最主要的服务提供商；由于3G对内容和应用的强大需求,内容提供商成为价值链中的重要角色和新秀；产业间竞争的加剧,使得价值链主导者运营商更加注重与内容提供商、终端制造商等价值链成员的关系深化。
在分析移动商务价值链的基础上,本文重点研究了价值链成员关系的动态发展过程：关系建立、关系发展和关系持续。
基于演化博弈理论,在研究价值链成员关系建立时构建了移动运营商和内容提供商之间合作的演化博弈模型,并求解模型,找到了在共同收益和成本确定的情景下的最佳收益分配比例s*和1-s*,并根据共同收益和成本与努力水平的内在函数关系,得出共同利益最大化条件下的移动运营商和内容提供商的最优努力水平。
结合我国移动商务的发展现状,基于内容提供商视角,本文在研究价值链成员关系发展时提出了移动运营商和内容提供商的关系满意模型。实证结果表明运营商的关系投资对内容提供商经济满意同时存在直接和间接正向影响；运营商与内容提供商之间的沟通对内容提供商非经济满意同时存在直接和间接正向影响；内容提供商的信任对内容提供商的经济满意和非经济满意同时存在直接正向影响。
在研究移动商务价值链成员关系满意的基础上,提出了移动商务价值链成员的关系持续模型,实证结果表明内容提供商对移动运营商的依赖显著正向影响内容提供商的关系满意和关系承诺；内容提供商与移动运营商的共享价值观显著正向影响内容提供商的关系承诺；内容提供商的关系满意和关系承诺显著正向影响内容提供商的关系持续。
With the rapid development of mobile Internet, mobile commerce as a new industry with its unique advantages will be developed faster. Accordingly, the competition between traditional single mobile network operators gradually evolved into a more complex competition model within whole mobile commerce value chain. Maintaining good relationships with members in mobile commerce value chain is critical to the sustained and healthy development of mobile commerce. The objective of this study therefore is to examine the relationship establishment, relationship satisfaction, and relationship continuance between members in the mobile commerce value chain. Toward that goal, the theory of value chain and theory of relationship marketing were adopted from prior literature to theorize a new model of members'relationship within mobile commerce value chain. By doing so, the current study thus contribute to a better theoretical understanding of mobile commerce value chain membership as well as offer practical insights to the main mobile network operators for managing their valuable members'relationship. This study also can serve as a stepping-stone for further research in mobile commerce value chain field.
First, the current study proposed a research framework of China' mobile commerce value chain based on the existing literature. In 3G environment, mobile network operators became the largest services provider in the mobile commerce value chain as they extend their business range to response outside competition. Due to consumers'strong demand of content and applications in 3G environment, the content providers became an important player in the new mobile commerce value chain. As the competition among the mobile commerce industry becoming more and more intense, mobile network operators, the leaders of mobile commerce value chain pay more attention to manage their relationships between content providers and other important members in their mobile commerce value chain.
Thus, based on the characteristics of mobile commerce value chain, the current study mainly focus on the dynamic relationship building process of members in mobile commerce value chain:relationship establishment, relationship satisfaction, and relationship continuance.
Based on the evolution game theory, this paper builds an evolution game model and discusses the optimal ratio of profit allocation between mobile network operators and content providers under condition of fixed joint profit and costs. Meanwhile, the article also discusses the optimal effort level of mobile network operators and content providers when the ratio of profit allocation decided. Specifically, it discusses the relationships among the effort level, contribution coefficient, ratio of profit allocation and coefficient of innovation costs in the condition of the joint profit maximum and individual profit maximum, respectively.
Drawing on the previous research findings and encompasses specific characteristics of china's mobile business development status, the current study builds a structural equation model of relationship satisfaction between mobile network operators and content providers and empirical examined the model. The results indicated that mobile network operators'relationship investment positively influences content providers' economic satisfaction both directly and indirectly via content providers' trust. The communication between mobile network operators and content providers positively affects content providers'non-economic satisfaction both directly and indirectly via content providers'trust. Content providers'trust has positively influence on both mobile network operators' economic and non-economic satisfaction.
Based on the relationship satisfaction research, we also establish a structural equation model of mobile network operators and content providers relationship continuance and empirical examined the model. The study found that content providers' dependence has positive influence on their relationship satisfaction and commitment; the shared value between mobile network operators and content providers positively affect content providers'relationship commitment; content providers'relationship satisfaction and commitment have positive influence on their relationship continuity with mobile network operators in mobile commerce value chain.
本文首先分析并构建了我国移动商务价值链框架。3G环境下,移动运营商向价值链上下延伸,成为最大最主要的服务提供商；由于3G对内容和应用的强大需求,内容提供商成为价值链中的重要角色和新秀；产业间竞争的加剧,使得价值链主导者运营商更加注重与内容提供商、终端制造商等价值链成员的关系深化。
在分析移动商务价值链的基础上,本文重点研究了价值链成员关系的动态发展过程：关系建立、关系发展和关系持续。
基于演化博弈理论,在研究价值链成员关系建立时构建了移动运营商和内容提供商之间合作的演化博弈模型,并求解模型,找到了在共同收益和成本确定的情景下的最佳收益分配比例s*和1-s*,并根据共同收益和成本与努力水平的内在函数关系,得出共同利益最大化条件下的移动运营商和内容提供商的最优努力水平。
结合我国移动商务的发展现状,基于内容提供商视角,本文在研究价值链成员关系发展时提出了移动运营商和内容提供商的关系满意模型。实证结果表明运营商的关系投资对内容提供商经济满意同时存在直接和间接正向影响；运营商与内容提供商之间的沟通对内容提供商非经济满意同时存在直接和间接正向影响；内容提供商的信任对内容提供商的经济满意和非经济满意同时存在直接正向影响。
在研究移动商务价值链成员关系满意的基础上,提出了移动商务价值链成员的关系持续模型,实证结果表明内容提供商对移动运营商的依赖显著正向影响内容提供商的关系满意和关系承诺；内容提供商与移动运营商的共享价值观显著正向影响内容提供商的关系承诺；内容提供商的关系满意和关系承诺显著正向影响内容提供商的关系持续。
With the rapid development of mobile Internet, mobile commerce as a new industry with its unique advantages will be developed faster. Accordingly, the competition between traditional single mobile network operators gradually evolved into a more complex competition model within whole mobile commerce value chain. Maintaining good relationships with members in mobile commerce value chain is critical to the sustained and healthy development of mobile commerce. The objective of this study therefore is to examine the relationship establishment, relationship satisfaction, and relationship continuance between members in the mobile commerce value chain. Toward that goal, the theory of value chain and theory of relationship marketing were adopted from prior literature to theorize a new model of members'relationship within mobile commerce value chain. By doing so, the current study thus contribute to a better theoretical understanding of mobile commerce value chain membership as well as offer practical insights to the main mobile network operators for managing their valuable members'relationship. This study also can serve as a stepping-stone for further research in mobile commerce value chain field.
First, the current study proposed a research framework of China' mobile commerce value chain based on the existing literature. In 3G environment, mobile network operators became the largest services provider in the mobile commerce value chain as they extend their business range to response outside competition. Due to consumers'strong demand of content and applications in 3G environment, the content providers became an important player in the new mobile commerce value chain. As the competition among the mobile commerce industry becoming more and more intense, mobile network operators, the leaders of mobile commerce value chain pay more attention to manage their relationships between content providers and other important members in their mobile commerce value chain.
Thus, based on the characteristics of mobile commerce value chain, the current study mainly focus on the dynamic relationship building process of members in mobile commerce value chain:relationship establishment, relationship satisfaction, and relationship continuance.
Based on the evolution game theory, this paper builds an evolution game model and discusses the optimal ratio of profit allocation between mobile network operators and content providers under condition of fixed joint profit and costs. Meanwhile, the article also discusses the optimal effort level of mobile network operators and content providers when the ratio of profit allocation decided. Specifically, it discusses the relationships among the effort level, contribution coefficient, ratio of profit allocation and coefficient of innovation costs in the condition of the joint profit maximum and individual profit maximum, respectively.
Drawing on the previous research findings and encompasses specific characteristics of china's mobile business development status, the current study builds a structural equation model of relationship satisfaction between mobile network operators and content providers and empirical examined the model. The results indicated that mobile network operators'relationship investment positively influences content providers' economic satisfaction both directly and indirectly via content providers' trust. The communication between mobile network operators and content providers positively affects content providers'non-economic satisfaction both directly and indirectly via content providers'trust. Content providers'trust has positively influence on both mobile network operators' economic and non-economic satisfaction.
Based on the relationship satisfaction research, we also establish a structural equation model of mobile network operators and content providers relationship continuance and empirical examined the model. The study found that content providers' dependence has positive influence on their relationship satisfaction and commitment; the shared value between mobile network operators and content providers positively affect content providers'relationship commitment; content providers'relationship satisfaction and commitment have positive influence on their relationship continuity with mobile network operators in mobile commerce value chain.
引文
[1]袁雨飞,王有为,胥正川.移动商务[M].北京：清华大学出版社,2006.：8-9
[2]通信世界网.移动商务迎来巨大发展机遇[R].(2010-04-15) [2010-10-01]..http://www.cww.net.cn/news/html/2010/4/15/20104151045421717.htm.2010.
[3]通信世界网.中国移动商务井喷在即[R].(2010-04-15) [2010-10-01].Http://Www.Cww.Net.Cn/News/Html/2010/4/15/2010415925404102.Htm.2010.
[4]CNNIC.第25次中国互联网发展状况统计报告[R].(2010-01-15)[2010-10-01].. Www.Cnnic.Net.Cn.2010.
[5]鲁耀斌,陈致豫,董圆圆.我国移动商务供应链分析及其案例研究[J].研究与发展管理,2008,20(001)：123-128.
[6]KUO Y., YU C.3g Telecommunication Operators' Challenges and Roles:A Perspective of Mobile Commerce Value Chain [J]. Technovation,2006,26(12): 1347-1356.
[7]王涛.移动互联网应用升级“移动商圈”模式引领3g应用变革[J].通信世界,2008,(037)：35-35.
[8]邓朝华,鲁耀斌.基于Vft的移动商务信任构建框架研究[J].科技管理研究,2008,28(003)：185-188.
[9]周涛,鲁耀斌,张金隆.基于感知价值与信任的移动商务用户接受行为研究[J].管理学报,2009,6(010)：1407-1412.
[10]邓朝华,鲁耀斌,张金隆.Tam,可靠性和使用能力对用户采纳移动银行服务的影响[J].管理评论,2009,21(001)：59-66.
[11]邓朝华,张金隆,鲁耀斌.移动服务满意度与忠诚度实证研究[J].科研管理,2010,(002)：185-192.
[12]周涛,鲁耀斌.隐私关注对移动商务用户采纳行为影响的实证分析[J].管理学报,2010,7(007)：1046-1051.
[13]鲁耀斌,沈平,陈致豫.基于Ttf的不同类型的组织移动商务采纳案例研究 [J].工业技术经济,2007,26(006)：48-53.
[14]邓朝华,鲁耀斌,汪曼.基于Idt/Ttf整合模型的企业移动服务采纳实证研究[J].南开管理评论,2008,(003)：104-110.
[15]鲁耀斌,邓朝华,陈致豫.移动商务的应用模式与采纳研究[M].北京：科技出版社,2008.231-231
[16]姜勇.基于博弈论分析的我国移动支付产业链研究[D].北京邮电大学,2008.
[17]吴丹.移动运营商的价值链研究[D]. 北京邮电大学,2006.
[18]赵于辅.我国移动电子商务的价值链研究[D].北京：北京邮电大学,2006.：
[19]林家宝,鲁耀斌,张龙.移动服务供应链的收益分配机制研究[J].管理学报,2009,6(007)：906-909.
[20]RULKE E., A.LYER, G.CHIASSON. The Ecology of Mobile Commerce:Charting a Course for Success Using Value Chain Analysis, Selected Chapter in M.E.Brain and S.J.Troy. Mobile Commerce:Technology, Theory, and Applications.[M]. Hershey, USA.:Idea Group Publishing,,2002.
[21]SAB AT H. K. The Evolving Mobile Wireless Value Chain and Market Structure. [J]. Telecommunications Policy.,2002,26(9/10):505-535.
[22]BARNES S. J. The Mobile Commerce Value Chain:Analysis and Future Developments. [J]. International Journal of Information Management.,2002,22: 91-108.
[23]OLLA P., PATEL N. V. A Value Chain Model for Mobile Data Service Providers [J]. Telecommunications Policy,2002,26:551-571.
[24]CAMPONOVO G, PIGNEUR Y. Analyzing the Actor Game in M-Business. First International Conference on Mobile Business. Athens, Greece,2002.
[25]MACDONALD D. Ntt Docomo's I-Mode:Developing Win-Win Relationships for Mobile Commerce Strategy [M]. Mobile Commerce:Technology, Theory, and Application. Hershey, USA:Idea Group Publishing,2003.
[26]PEPPARD J., RYLANDER A. From Value Chain to Value Network:Insights for Mobile Operators. [J]. European Management Journal,2006,24(2-3):128-141.
[27]苏静,鲍坦,梅澎.从价值链分析看移动商务企业的成功要素[J].当代经济, 2004,(008)：64-64.
[28]孟斌,黄毅勤.从商务活动的演进看移动电子商务的价值链构成[J].当代通信,2005,(022)：22-24.
[29]张向国.移动商务价值网商业模式与运营机制研究[J].软科学,2005,19(006)：34-37
[30]LU Y., DONG Y., WANG B. The Mobile Business Value Chain in China:A Case Study [J]. International Journal of Electronic Business,2007,5(5):460-477.
[31]GASKI J., NEVIN J. The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel [J]. Journal of Marketing Research,1985,22(2): 130-142.
[32]GEYSKENS I., STEENKAMP J., KUMAR N. A Meta-Analysis of Satisfaction in Marketing Channel Relationships [J]. Journal of Marketing Research,1999,36(2): 223-238.
[33]DEL BOSQUE RODR GUEZ I., AGUDO J., SAN MART N GUTI RREZ H. Determinants of Economic and Social Satisfaction in Manufacturer-Distributor Relationships [J]. Industrial Marketing Management,2006,35(6):666-675.
[34]GANESAN S. Determinants of Long-Term Orientation in Buyer-Seller Relationships [J]. The Journal of Marketing,1994,58(2):1-19.
[35]MIYAMOTO T., REXHA N. Determinants of Three Facets of Customer Trust a Marketing Model of Japanese Buyer-Supplier Relationship [J]. Journal of Business Research,2004,57(3):312-319.
[36]ABDUL-MUHMIN A. Effects of Suppliers' Marketing Program Variables on Industrial Buyers' Relationship Satisfaction and Commitment [J]. Journal of Business & Industrial Marketing,2002,17(7):637-651.
[37]SANZO M., SANTOS M., VAZQUEZ R., LVAREZ L. The Effect of Market Orientation on Buyer-Seller Relationship Satisfaction [J]. Industrial Marketing Management,2003,32(4):327-345.
[38]SVENSSON G, MYSEN T., PAYAN J. Balancing the Sequential Logic of Quality Constructs in Manufacturing-Supplier Relationships—Causes and Outcomes [J]. Journal of Business Research,2010,63(11):1209-1214
[39]ABDUL-MUHMIN A. Instrumental and Interpersonal Determinants of Relationship Satisfaction and Commitment in Industrial Markets [J]. Journal of Business Research,2005,58(5):619-628.
[40]RAUYRUEN P., MILLER K. Relationship Quality as a Predictor of B2b Customer Loyalty [J]. Journal of Business Research,2006,60(1):21-31.
[41]WALTER A., M LLER T., HELFERT G., RITTER T. Functions of Industrial Supplier Relationships and Their Impact on Relationship Quality [J]. Industrial Marketing Management,2003,32(2):159-169.
[42]LEVERIN A., LILJANDER V. Does Relationship Marketing Improve Customer Relationship Satisfaction and Loyalty? [J]. International Journal of Bank Marketing,2006,24(4):232-251.
[43]马新安,张列平.供应链内部成员满意[J].工业工程与管理,2001,6(006)：14-17.
[44]汪纯孝,岑成德,王卫东,朱沆.顾客满意程度模型研究[J].中山大学学报(社会科学版),1999,5(39)：92-96.
[45]RING P. S., VAN DE VEN A. H. Development Processes of Cooperative Interorganizational Relationships [J]. Academy of Management Review,1994, 19(1):90-118.
[46]SHAMDASANI P. N., SHETH J. N. An Experimental Approach to Investigating Satisfaction and Continuity in Marketing Alliances [J]. European Journal of Marketing,1995,29(4):6-23.
[47]RAVALD A., GR NROOS C. The Value Concept and Relationship Marketing [J]. European Journal of Marketing,1996,30(2):19-30.
[48]SELNES F. Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships [J]. European Journal of Marketing,1998,32(3/4): 305-322.
[49]ANDERSON E., WEITZ A. Determinants of Continuity in Conventional Industrial Channel Dyads [J]. Marketing Science,1989,8(4):310-323.
[50]MORGAN R. M., HUNT S. D. The Commitment-Trust Theory of Marketing Relationships [J]. Journal of Marketing,1994,58(July):20-38.
[51]WILSON E. J., NIELSON C. C. Cooperation and Continuity in Strategic Business Relationships [J]. Journal of Business To Business Marketing,2001,8(1):1-24.
[52]RATNASINGAM P. E-Commerce Relationships:The Impact of Trust on Relationship Continuity [J]. International Journal of Commerce and Management, 2005,15(1):1-16.
[53]LUND M. The Development of Investment and Commitment Scales for Predicting Continuity of Personal Relationships [J]. Journal of Social and Personal Relationships,1985,2:3-23.
[54]GOUNARIS S. P. Trust and Commitment Influences on Customer Retention: Insights from Business-to-Business Services [J]. Journal of Business Research, 2005,58(2):126-140.
[55]THERON E., TERBLANCHE N. S., BOSHOFF C. The Antecedents of Relationship Commitment in the Management of Relationships in Business-to-Business (B2b) Financial Services [J]. Journal of Marketing Management,2008,24(9-10):997-1010.
[56]宋华.权力、信任对冲突解决机制及其伙伴关系持续影响研究[J].管理学报,2009,6(11)：1437-1443.
[57]PRIEM R., PRICE K. Process and Outcome Expectations for the Dialectical Inquiry, Devil's Advocacy and Consensus Techniques of Strategic Decision Making [J]. Group and Organization Studies,1991,16(2):206-225.
[58]MOHR J., SPEKMAN R. Characteristics of Partnership Success:Partnership Attributes, Communication Behavior, and Conflict Resolution [J]. Strategic Management Journal,1994,15(2):135-152.
[59]SHARMA N., PATTERSON P. G. Switching Costs, Alternative Attractiveness and Experience as Moderators of Relationship Commitment in Professional Consumer Services [J]. International Journal of Service Industry Management,2000,11(5): 470-490.
[60]SNYDER G. H., DIESING P. Conflict among Nations[M]. Princeton, NJ: Princeton University Press,1977.:102-105
[61]ANDALEEB S. S. An Experimental Investigation of Satisfaction and Commitment in Marketing Channels:The Role of Trust and Dependence [J]. Journal of Retailing,1996,72(1):77-93.
[62]ABDUL-MUHMIN A. G. Instrumental and Interpersonal Determinants of Relationship Satisfaction and Commitment in Industrial Markets [J]. Journal of Business Research,2005,58:619-628.
[63]KWON I.-W. G., SUH T. Factors Affecting the Level of Trust and Commitment in Supply Chain Relationships [J]. The Journal of Supply Chain Management,2004, 40(2):4-14.
[64]JOSHI A. W., STUMP R. L. The Contingent Effect of Specific Asset Investments on Joint Action in Manufacturer-Supplier Relationships:An Empirical Test of the Moderating Role of Reciprocal Asset Investments, Uncertainty, and Trust [J]. Journal of the Academy of Marketing Science,1999,27(3):291-305.
[65]DYER J. H. How Chrysler Created an American Keiretsu [J]. Harvard Business Review,1996.:48-51
[66]WALTON, MCKERSIE R. B. A Behavioral Theory of Labor Negotiations[M]. McGraw-Hill,1965.:96-97
[67]ARNDT J. Toward a Concept of Domesticated Markets [J]. Journal of Marketing, 1979,43(Fall):69-75.
[68]ANDERSON J., NARUS J. A Model of Distributor Firm and Manufacturer Firm Working Partnerships [J]. The Journal of Marketing,1990,54(1):42-58.
[69]李辉,李向阳,徐宣国.基于信任的供应链伙伴关系维系管理方法研究[J].管理工程学报,2007,21(004)：72-79.
[70]陈高森,骆守俭,史央群,李朦,吴莺吟.零售业长期关系导向与信任和承诺的关系研究[J].华东经济管理,2007,21(010)：47-52.
[71]吴华清,梁樑,古继宝.基于关系契约的长期研发合作机制研究[J].科学学研究,2007,25(001)：141-146.
[72]刘益,刘婷,薛佳奇.制造商控制机制的使用与零售商知识转移——渠道关系持续时间的影响[J].科研管理,2008,29(002)：67-74.
[73]PORTER M. Competitive Advantage[M].15, Free Press New York, 1985.:113-113
[74]KAPLINSKY R. Globalisation and Unequalisation:What Can Be Learned from Value Chain Analysis? [J]. Journal of development studies,2000,37(2):117-146.
[75]RAYPORT J., SVIOKLA J. Exploiting the Virtual Value Chain [J]. The McKinsey Quarterly,1996, (1):21-22.
[76]白庆华,秦耕.B2b电子商务中的虚拟价值链研究[J].计算机集成制造系统,2002,8(006)：442-445.
[77]李震.基于虚拟价值链的移动电子商务协同效应分析[J].技术经济与管理研究,2008,(004)：125-127.
[78]LAWTON T., MICHAELS K. Advancing to the Virtual Value Chain:Learning from the Dell Model [J]. Irish Journal of Management,2001,22:91-112.
[79]BHATT G, EMDAD A. An Analysis of the Virtual Value Chain in Electronic Commerce [J]. Logistics Information Management,2001,14(1/2):78-85.
[80]ROMERO D., GALEANO N., MOLINA A. Virtual Organisation Breeding Environments Value System and Its Elements [J]. Journal of Intelligent Manufacturing,2010,21(3):267-286.
[81]刘斌.电子商务中的虚拟价值链分析[J].经济师,2003,(002)：86-87.
[82]成波,黄晓斌,刘蕤.网络竞争情报实证研究——基于虚拟价值链的竞争企业网站营销策略分析[J].情报学报,2007,26(006)：938-946.
[83]陈雪钧.电子商务环境中的旅游企业虚拟价值链研究[J].价格月刊,2009,(006)：71-73.
[84]TSALGATIDOU A., PITOURA E. Business Models and Transactions in Mobile Electronic Commerce:Requirements and Properties. [J]. Computer Networks., 2001,37:221-236.
[85]TSALGATIDOU A., VEIJALAINEN J. Mobile Electronic Commerce:Emerging Issues. Proceedings of EC-WEB 2000 1st International Conference on E-Commerce and Web Technologies. London, Greenwish, UK,2000:477-486.
[86]MYLONOPOULOS N. A., DOUKIDIS G. I. Introduction to the Special Issue: Mobile Business:Technological Pluralism, Social Assimilation, and Growth [J]. International Journal of Electronic Commerce,2003,8(1):5-22.
[87]CLARKE I. Emerging Value Propositions for M-Commerce [J]. Journal of Business Strategies,2001,18(2):133-147.
[88]GR NROOS C. Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm [J]. Journal of Marketing Management,1994,10(5):347-360.
[89]KELLEY H., THIBAUT J. The Social Psychology of Groups[M]. Wiley,1959.
[90]KELLEY H., THIBAUT J. Interpersonal Relations:A Theory of Interdependence[M]. John Wiley & Sons,1978.:19-20
[91]ANDERSON J., NARUS J. A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships [J]. The Journal of Marketing, 1984:62-74.
[92]池庆国.移动商务实现模式及技术支持链研究[D].华中科技大学,2007.
[93]陈致豫,池庆国,鲁耀斌.移动商务的实现模式及技术支持链的研究[J].管理学报,2007,(021)：24-30.
[94]张维迎.博弈论与信息经济学[M].上海：上海人民出版社,2004.：115-116
[95]AUMANN R., HART S. Handbook of Game Theory with Economic Applications[M]. Elsevier,1994.
[96]WEIBULL J. Evolutionary Game Theory[M]. The MIT press,1997.:98-99
[97]王永平,孟卫东.供应链企业合作竞争机制的演化博弈分析[J].管理工程学报,2004,18(002)：96-98.
[98]肖条军.博弈论及其应用[M].上海三联书店2004年版,2004.：105-105
[99]MOHR J., FISHER R., NEVIN J. Collaborative Communication in Interfirm Relationships:Moderating Effects of Integration and Control [J]. The Journal of Marketing,1996,60(3):103-115.
[100]GASSENHEIMER J., RAMSEY R. The Impact of Dependence on Dealer Satisfaction:A Comparison of Reseller-Supplier Relationships [J]. Journal of Retailing,1994,70:253-253.
[101]DE WULF K. The Role of the Seller in Enhancing Buyer-Seller Relationships: Empirical Studies in a Retail Context [D]. Unpublished Doctoral Dissertation, Vlerick Leuven Gent Management School, Leuven and Gent, Belgium,1999: 111-111
[102]CROSBY L., EVANS K., COWLES D. Relationship Quality in Services Selling: An Interpersonal Influence Perspective [J]. The Journal of Marketing,1990,54(3): 68-81.
[103]RUEKERT R. W., CHURCHILL JR G. A. Reliability and Validity of Alternative Measures of Channel Member Satisfaction. Journal of Marketing Research (JMR). American Marketing Association,1984:226-233.
[104]PING R. The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism, and Neglect* 1 [J]. Journal of Retailing,1993,69(3): 320-352.
[105]HUNT S., NEVIN J. Power in a Channel of Distribution:Sources and Consequences [J]. Journal of Marketing Research,1974,11(2):186-193.
[106]PALMATIER R., DANT R., GREWAL D. A Comparative Longitudinal Analysis of Theoretical Perspectives of Interorganizational Relationship Performance [J]. Journal of Marketing,2007,71(4):172-194.
[107]SMITH J., BARCLAY D. The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships [J]. The Journal of Marketing, 1997,61(January):3-21.
[108]SANZO M., SANTOS M., VAZQUEZ R., LVAREZ L. The Effect of Market Orientation on Buyer-Seller Relationship Satisfaction [J]. Industrial Marketing Management,2003,32(4):327-345.
[109]DEL BOSQUE RODRIGUEZ I., AGUDO J., SAN MART N GUTI RREZ H. Determinants of Economic and Social Satisfaction in Manufacturer-Distributor Relationships [J]. Industrial Marketing Management,2006,35(6):666-675.
[110]NIELSON C. An Empirical Examination of the Role of Closeness in Industrial Buyer-Seller Relationships [J]. European Journal of Marketing,1998,32(5/6): 441-463.
[111]杨光明,鲁耀斌,刘伟.移动商务消费者初始信任影响因素的实证研究[J].情报杂志,2009,(007)：175-179.
[112]林家宝,鲁耀斌,章淑婷.网上至移动环境下的信任转移模型及其实证研究 [J].南开管理评论,2010,(003)：80-89.
[113]GEYSKENS I., STEENKAMP J. Economic and Social Satisfaction:Measurement and Relevance to Marketing Channel Relationships [J]. Journal of Retailing,2000, 76(1):11-32.
[114]ANDERSON J., GERBING D. Structural Equation Modeling in Practice:A Review and Recommended Two-Step Approach [J]. Psychological Bulletin,1988, 103(3):411-423.
[115]BAGOZZI R. P., YI Y. On the Evaluation of Structural Equation Models [J]. Journal of the Academy of Marketing Science,1988,16(1):74-94.
[116]BARCLAY D., HIGGINS C., THOMPSON R. The Partial Least Squares Approach to Causal Modeling:Personal Computer Adoption and Use as an Illustration [J]. Technology Studies,1995,2(2):285-309.
[117]FORNELL C., LARCKER D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error [J]. Journal of Marketing Research,1981,18(1):39-50.
[118]PODSAKOFF M. P., ORGAN D. W. Self-Reports in Organizational Research: Problems and Prospects [J]. Journal of Management,1986,12(4):531-544.
[119]BARON R. M., KENNY D. A. The Moderator-Mediator Variable Distinction in Social Psychological Research:Conceptual, Strategic, and Statistical Considerations [J]. Journal of Personality and Social Psychology,1986,51(6): 1173-1182.
[120]THORELLI H. B. Networks:Between Markets and Hierarchies [J]. StrategicManagement Journal,1986,7:37-51.
[121]MURRAY A. I., SIEHL C. Joint Ventures and Other Alliances:Creating a Successful Cooperative Linkage [M]. Financial Executives Research Foundation, 1989.
[122]WILLIAMSON O. E. The Economic Institutions of Capitalism[M]. New York: The Free Press,1985.
[123]HEIDE J. B., MINER A. S. The Shadow of the Future:Effects of Anticipated Interaction and Frequency of Contact on Buyer-Seller Cooperation [J]. Academy of Management Journal,1992,35(2):265-291.
[124]ANDERSON J. C., NARUS J. A. A Model of Distributor Firm and Manufacturer Film Working Partnerships [J]. Journal of Marketing,1990,54(1):42-58.
[125]THOMPSON J. D. Organizations in Action[M]. McGraw-Hill, New York:NY, 1967.
[126]BUCKLIN L. P., SENGUPTA S. Organizing Successful Co-Marketing Alliances [J]. Journal of Marketing,1993,57(April):32-46.
[127]HIBBARD J. D., NIRMALYA KUMAR, STERN L. W. Examining the Impact of Destructive Acts in Marketing Channel Relationships [J]. Journal of Marketing Research,2001,38(February):45-61.
[128]KUMAR, SCHEER L. K., STEENKAMP J.-B. E. M. The Effects of Perceived Interdependence on Dealer Attitudes [J]. Journal of Marketing Research,1995, 32(August):348-356.
[129]HALLEN L., JAN JOHANSON, SEYED-MOHAMED N. Interfirm Adaptation in Business Relationships [J]. Journal of Marketing,1991,55(April):29-37.
[130]DE RUYTER K., WETZELS M. Commitment in Auditor-Client Relationships: Antecedents and Consequences [J]. Accounting, Organizations and Society,1999, 24(1):57-75.
[131]MACMILLAN K., MONEY K., MONEY A., DOWNING S. Relationship Marketing in the Not-for-Profit Sector:An Extension and Application of the Commitment-Trust Theory [J]. Journal of Business Research,2005,58(6): 806-818.
[132]DWYER F., SCHURR P., OH S. Developing Buyer-Seller Relationships [J]. Journal of Marketing,1987,51 (April):11-27.
[133]KUMAR N., SCHEER L., STEENKAMP J. The Effects of Perceived Interdependence on Dealer Attitudes [J]. Journal of Marketing Research,1995, 32(3):348-356.
[134]MITREGA M., KATRICHIS J. Benefiting from Dedication and Constraint in Buyer-Seller Relationships [J]. Industrial Marketing Management,2010,39(4): 616-624.
[2]通信世界网.移动商务迎来巨大发展机遇[R].(2010-04-15) [2010-10-01]..http://www.cww.net.cn/news/html/2010/4/15/20104151045421717.htm.2010.
[3]通信世界网.中国移动商务井喷在即[R].(2010-04-15) [2010-10-01].Http://Www.Cww.Net.Cn/News/Html/2010/4/15/2010415925404102.Htm.2010.
[4]CNNIC.第25次中国互联网发展状况统计报告[R].(2010-01-15)[2010-10-01].. Www.Cnnic.Net.Cn.2010.
[5]鲁耀斌,陈致豫,董圆圆.我国移动商务供应链分析及其案例研究[J].研究与发展管理,2008,20(001)：123-128.
[6]KUO Y., YU C.3g Telecommunication Operators' Challenges and Roles:A Perspective of Mobile Commerce Value Chain [J]. Technovation,2006,26(12): 1347-1356.
[7]王涛.移动互联网应用升级“移动商圈”模式引领3g应用变革[J].通信世界,2008,(037)：35-35.
[8]邓朝华,鲁耀斌.基于Vft的移动商务信任构建框架研究[J].科技管理研究,2008,28(003)：185-188.
[9]周涛,鲁耀斌,张金隆.基于感知价值与信任的移动商务用户接受行为研究[J].管理学报,2009,6(010)：1407-1412.
[10]邓朝华,鲁耀斌,张金隆.Tam,可靠性和使用能力对用户采纳移动银行服务的影响[J].管理评论,2009,21(001)：59-66.
[11]邓朝华,张金隆,鲁耀斌.移动服务满意度与忠诚度实证研究[J].科研管理,2010,(002)：185-192.
[12]周涛,鲁耀斌.隐私关注对移动商务用户采纳行为影响的实证分析[J].管理学报,2010,7(007)：1046-1051.
[13]鲁耀斌,沈平,陈致豫.基于Ttf的不同类型的组织移动商务采纳案例研究 [J].工业技术经济,2007,26(006)：48-53.
[14]邓朝华,鲁耀斌,汪曼.基于Idt/Ttf整合模型的企业移动服务采纳实证研究[J].南开管理评论,2008,(003)：104-110.
[15]鲁耀斌,邓朝华,陈致豫.移动商务的应用模式与采纳研究[M].北京：科技出版社,2008.231-231
[16]姜勇.基于博弈论分析的我国移动支付产业链研究[D].北京邮电大学,2008.
[17]吴丹.移动运营商的价值链研究[D]. 北京邮电大学,2006.
[18]赵于辅.我国移动电子商务的价值链研究[D].北京：北京邮电大学,2006.：
[19]林家宝,鲁耀斌,张龙.移动服务供应链的收益分配机制研究[J].管理学报,2009,6(007)：906-909.
[20]RULKE E., A.LYER, G.CHIASSON. The Ecology of Mobile Commerce:Charting a Course for Success Using Value Chain Analysis, Selected Chapter in M.E.Brain and S.J.Troy. Mobile Commerce:Technology, Theory, and Applications.[M]. Hershey, USA.:Idea Group Publishing,,2002.
[21]SAB AT H. K. The Evolving Mobile Wireless Value Chain and Market Structure. [J]. Telecommunications Policy.,2002,26(9/10):505-535.
[22]BARNES S. J. The Mobile Commerce Value Chain:Analysis and Future Developments. [J]. International Journal of Information Management.,2002,22: 91-108.
[23]OLLA P., PATEL N. V. A Value Chain Model for Mobile Data Service Providers [J]. Telecommunications Policy,2002,26:551-571.
[24]CAMPONOVO G, PIGNEUR Y. Analyzing the Actor Game in M-Business. First International Conference on Mobile Business. Athens, Greece,2002.
[25]MACDONALD D. Ntt Docomo's I-Mode:Developing Win-Win Relationships for Mobile Commerce Strategy [M]. Mobile Commerce:Technology, Theory, and Application. Hershey, USA:Idea Group Publishing,2003.
[26]PEPPARD J., RYLANDER A. From Value Chain to Value Network:Insights for Mobile Operators. [J]. European Management Journal,2006,24(2-3):128-141.
[27]苏静,鲍坦,梅澎.从价值链分析看移动商务企业的成功要素[J].当代经济, 2004,(008)：64-64.
[28]孟斌,黄毅勤.从商务活动的演进看移动电子商务的价值链构成[J].当代通信,2005,(022)：22-24.
[29]张向国.移动商务价值网商业模式与运营机制研究[J].软科学,2005,19(006)：34-37
[30]LU Y., DONG Y., WANG B. The Mobile Business Value Chain in China:A Case Study [J]. International Journal of Electronic Business,2007,5(5):460-477.
[31]GASKI J., NEVIN J. The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel [J]. Journal of Marketing Research,1985,22(2): 130-142.
[32]GEYSKENS I., STEENKAMP J., KUMAR N. A Meta-Analysis of Satisfaction in Marketing Channel Relationships [J]. Journal of Marketing Research,1999,36(2): 223-238.
[33]DEL BOSQUE RODR GUEZ I., AGUDO J., SAN MART N GUTI RREZ H. Determinants of Economic and Social Satisfaction in Manufacturer-Distributor Relationships [J]. Industrial Marketing Management,2006,35(6):666-675.
[34]GANESAN S. Determinants of Long-Term Orientation in Buyer-Seller Relationships [J]. The Journal of Marketing,1994,58(2):1-19.
[35]MIYAMOTO T., REXHA N. Determinants of Three Facets of Customer Trust a Marketing Model of Japanese Buyer-Supplier Relationship [J]. Journal of Business Research,2004,57(3):312-319.
[36]ABDUL-MUHMIN A. Effects of Suppliers' Marketing Program Variables on Industrial Buyers' Relationship Satisfaction and Commitment [J]. Journal of Business & Industrial Marketing,2002,17(7):637-651.
[37]SANZO M., SANTOS M., VAZQUEZ R., LVAREZ L. The Effect of Market Orientation on Buyer-Seller Relationship Satisfaction [J]. Industrial Marketing Management,2003,32(4):327-345.
[38]SVENSSON G, MYSEN T., PAYAN J. Balancing the Sequential Logic of Quality Constructs in Manufacturing-Supplier Relationships—Causes and Outcomes [J]. Journal of Business Research,2010,63(11):1209-1214
[39]ABDUL-MUHMIN A. Instrumental and Interpersonal Determinants of Relationship Satisfaction and Commitment in Industrial Markets [J]. Journal of Business Research,2005,58(5):619-628.
[40]RAUYRUEN P., MILLER K. Relationship Quality as a Predictor of B2b Customer Loyalty [J]. Journal of Business Research,2006,60(1):21-31.
[41]WALTER A., M LLER T., HELFERT G., RITTER T. Functions of Industrial Supplier Relationships and Their Impact on Relationship Quality [J]. Industrial Marketing Management,2003,32(2):159-169.
[42]LEVERIN A., LILJANDER V. Does Relationship Marketing Improve Customer Relationship Satisfaction and Loyalty? [J]. International Journal of Bank Marketing,2006,24(4):232-251.
[43]马新安,张列平.供应链内部成员满意[J].工业工程与管理,2001,6(006)：14-17.
[44]汪纯孝,岑成德,王卫东,朱沆.顾客满意程度模型研究[J].中山大学学报(社会科学版),1999,5(39)：92-96.
[45]RING P. S., VAN DE VEN A. H. Development Processes of Cooperative Interorganizational Relationships [J]. Academy of Management Review,1994, 19(1):90-118.
[46]SHAMDASANI P. N., SHETH J. N. An Experimental Approach to Investigating Satisfaction and Continuity in Marketing Alliances [J]. European Journal of Marketing,1995,29(4):6-23.
[47]RAVALD A., GR NROOS C. The Value Concept and Relationship Marketing [J]. European Journal of Marketing,1996,30(2):19-30.
[48]SELNES F. Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships [J]. European Journal of Marketing,1998,32(3/4): 305-322.
[49]ANDERSON E., WEITZ A. Determinants of Continuity in Conventional Industrial Channel Dyads [J]. Marketing Science,1989,8(4):310-323.
[50]MORGAN R. M., HUNT S. D. The Commitment-Trust Theory of Marketing Relationships [J]. Journal of Marketing,1994,58(July):20-38.
[51]WILSON E. J., NIELSON C. C. Cooperation and Continuity in Strategic Business Relationships [J]. Journal of Business To Business Marketing,2001,8(1):1-24.
[52]RATNASINGAM P. E-Commerce Relationships:The Impact of Trust on Relationship Continuity [J]. International Journal of Commerce and Management, 2005,15(1):1-16.
[53]LUND M. The Development of Investment and Commitment Scales for Predicting Continuity of Personal Relationships [J]. Journal of Social and Personal Relationships,1985,2:3-23.
[54]GOUNARIS S. P. Trust and Commitment Influences on Customer Retention: Insights from Business-to-Business Services [J]. Journal of Business Research, 2005,58(2):126-140.
[55]THERON E., TERBLANCHE N. S., BOSHOFF C. The Antecedents of Relationship Commitment in the Management of Relationships in Business-to-Business (B2b) Financial Services [J]. Journal of Marketing Management,2008,24(9-10):997-1010.
[56]宋华.权力、信任对冲突解决机制及其伙伴关系持续影响研究[J].管理学报,2009,6(11)：1437-1443.
[57]PRIEM R., PRICE K. Process and Outcome Expectations for the Dialectical Inquiry, Devil's Advocacy and Consensus Techniques of Strategic Decision Making [J]. Group and Organization Studies,1991,16(2):206-225.
[58]MOHR J., SPEKMAN R. Characteristics of Partnership Success:Partnership Attributes, Communication Behavior, and Conflict Resolution [J]. Strategic Management Journal,1994,15(2):135-152.
[59]SHARMA N., PATTERSON P. G. Switching Costs, Alternative Attractiveness and Experience as Moderators of Relationship Commitment in Professional Consumer Services [J]. International Journal of Service Industry Management,2000,11(5): 470-490.
[60]SNYDER G. H., DIESING P. Conflict among Nations[M]. Princeton, NJ: Princeton University Press,1977.:102-105
[61]ANDALEEB S. S. An Experimental Investigation of Satisfaction and Commitment in Marketing Channels:The Role of Trust and Dependence [J]. Journal of Retailing,1996,72(1):77-93.
[62]ABDUL-MUHMIN A. G. Instrumental and Interpersonal Determinants of Relationship Satisfaction and Commitment in Industrial Markets [J]. Journal of Business Research,2005,58:619-628.
[63]KWON I.-W. G., SUH T. Factors Affecting the Level of Trust and Commitment in Supply Chain Relationships [J]. The Journal of Supply Chain Management,2004, 40(2):4-14.
[64]JOSHI A. W., STUMP R. L. The Contingent Effect of Specific Asset Investments on Joint Action in Manufacturer-Supplier Relationships:An Empirical Test of the Moderating Role of Reciprocal Asset Investments, Uncertainty, and Trust [J]. Journal of the Academy of Marketing Science,1999,27(3):291-305.
[65]DYER J. H. How Chrysler Created an American Keiretsu [J]. Harvard Business Review,1996.:48-51
[66]WALTON, MCKERSIE R. B. A Behavioral Theory of Labor Negotiations[M]. McGraw-Hill,1965.:96-97
[67]ARNDT J. Toward a Concept of Domesticated Markets [J]. Journal of Marketing, 1979,43(Fall):69-75.
[68]ANDERSON J., NARUS J. A Model of Distributor Firm and Manufacturer Firm Working Partnerships [J]. The Journal of Marketing,1990,54(1):42-58.
[69]李辉,李向阳,徐宣国.基于信任的供应链伙伴关系维系管理方法研究[J].管理工程学报,2007,21(004)：72-79.
[70]陈高森,骆守俭,史央群,李朦,吴莺吟.零售业长期关系导向与信任和承诺的关系研究[J].华东经济管理,2007,21(010)：47-52.
[71]吴华清,梁樑,古继宝.基于关系契约的长期研发合作机制研究[J].科学学研究,2007,25(001)：141-146.
[72]刘益,刘婷,薛佳奇.制造商控制机制的使用与零售商知识转移——渠道关系持续时间的影响[J].科研管理,2008,29(002)：67-74.
[73]PORTER M. Competitive Advantage[M].15, Free Press New York, 1985.:113-113
[74]KAPLINSKY R. Globalisation and Unequalisation:What Can Be Learned from Value Chain Analysis? [J]. Journal of development studies,2000,37(2):117-146.
[75]RAYPORT J., SVIOKLA J. Exploiting the Virtual Value Chain [J]. The McKinsey Quarterly,1996, (1):21-22.
[76]白庆华,秦耕.B2b电子商务中的虚拟价值链研究[J].计算机集成制造系统,2002,8(006)：442-445.
[77]李震.基于虚拟价值链的移动电子商务协同效应分析[J].技术经济与管理研究,2008,(004)：125-127.
[78]LAWTON T., MICHAELS K. Advancing to the Virtual Value Chain:Learning from the Dell Model [J]. Irish Journal of Management,2001,22:91-112.
[79]BHATT G, EMDAD A. An Analysis of the Virtual Value Chain in Electronic Commerce [J]. Logistics Information Management,2001,14(1/2):78-85.
[80]ROMERO D., GALEANO N., MOLINA A. Virtual Organisation Breeding Environments Value System and Its Elements [J]. Journal of Intelligent Manufacturing,2010,21(3):267-286.
[81]刘斌.电子商务中的虚拟价值链分析[J].经济师,2003,(002)：86-87.
[82]成波,黄晓斌,刘蕤.网络竞争情报实证研究——基于虚拟价值链的竞争企业网站营销策略分析[J].情报学报,2007,26(006)：938-946.
[83]陈雪钧.电子商务环境中的旅游企业虚拟价值链研究[J].价格月刊,2009,(006)：71-73.
[84]TSALGATIDOU A., PITOURA E. Business Models and Transactions in Mobile Electronic Commerce:Requirements and Properties. [J]. Computer Networks., 2001,37:221-236.
[85]TSALGATIDOU A., VEIJALAINEN J. Mobile Electronic Commerce:Emerging Issues. Proceedings of EC-WEB 2000 1st International Conference on E-Commerce and Web Technologies. London, Greenwish, UK,2000:477-486.
[86]MYLONOPOULOS N. A., DOUKIDIS G. I. Introduction to the Special Issue: Mobile Business:Technological Pluralism, Social Assimilation, and Growth [J]. International Journal of Electronic Commerce,2003,8(1):5-22.
[87]CLARKE I. Emerging Value Propositions for M-Commerce [J]. Journal of Business Strategies,2001,18(2):133-147.
[88]GR NROOS C. Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm [J]. Journal of Marketing Management,1994,10(5):347-360.
[89]KELLEY H., THIBAUT J. The Social Psychology of Groups[M]. Wiley,1959.
[90]KELLEY H., THIBAUT J. Interpersonal Relations:A Theory of Interdependence[M]. John Wiley & Sons,1978.:19-20
[91]ANDERSON J., NARUS J. A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships [J]. The Journal of Marketing, 1984:62-74.
[92]池庆国.移动商务实现模式及技术支持链研究[D].华中科技大学,2007.
[93]陈致豫,池庆国,鲁耀斌.移动商务的实现模式及技术支持链的研究[J].管理学报,2007,(021)：24-30.
[94]张维迎.博弈论与信息经济学[M].上海：上海人民出版社,2004.：115-116
[95]AUMANN R., HART S. Handbook of Game Theory with Economic Applications[M]. Elsevier,1994.
[96]WEIBULL J. Evolutionary Game Theory[M]. The MIT press,1997.:98-99
[97]王永平,孟卫东.供应链企业合作竞争机制的演化博弈分析[J].管理工程学报,2004,18(002)：96-98.
[98]肖条军.博弈论及其应用[M].上海三联书店2004年版,2004.：105-105
[99]MOHR J., FISHER R., NEVIN J. Collaborative Communication in Interfirm Relationships:Moderating Effects of Integration and Control [J]. The Journal of Marketing,1996,60(3):103-115.
[100]GASSENHEIMER J., RAMSEY R. The Impact of Dependence on Dealer Satisfaction:A Comparison of Reseller-Supplier Relationships [J]. Journal of Retailing,1994,70:253-253.
[101]DE WULF K. The Role of the Seller in Enhancing Buyer-Seller Relationships: Empirical Studies in a Retail Context [D]. Unpublished Doctoral Dissertation, Vlerick Leuven Gent Management School, Leuven and Gent, Belgium,1999: 111-111
[102]CROSBY L., EVANS K., COWLES D. Relationship Quality in Services Selling: An Interpersonal Influence Perspective [J]. The Journal of Marketing,1990,54(3): 68-81.
[103]RUEKERT R. W., CHURCHILL JR G. A. Reliability and Validity of Alternative Measures of Channel Member Satisfaction. Journal of Marketing Research (JMR). American Marketing Association,1984:226-233.
[104]PING R. The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism, and Neglect* 1 [J]. Journal of Retailing,1993,69(3): 320-352.
[105]HUNT S., NEVIN J. Power in a Channel of Distribution:Sources and Consequences [J]. Journal of Marketing Research,1974,11(2):186-193.
[106]PALMATIER R., DANT R., GREWAL D. A Comparative Longitudinal Analysis of Theoretical Perspectives of Interorganizational Relationship Performance [J]. Journal of Marketing,2007,71(4):172-194.
[107]SMITH J., BARCLAY D. The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships [J]. The Journal of Marketing, 1997,61(January):3-21.
[108]SANZO M., SANTOS M., VAZQUEZ R., LVAREZ L. The Effect of Market Orientation on Buyer-Seller Relationship Satisfaction [J]. Industrial Marketing Management,2003,32(4):327-345.
[109]DEL BOSQUE RODRIGUEZ I., AGUDO J., SAN MART N GUTI RREZ H. Determinants of Economic and Social Satisfaction in Manufacturer-Distributor Relationships [J]. Industrial Marketing Management,2006,35(6):666-675.
[110]NIELSON C. An Empirical Examination of the Role of Closeness in Industrial Buyer-Seller Relationships [J]. European Journal of Marketing,1998,32(5/6): 441-463.
[111]杨光明,鲁耀斌,刘伟.移动商务消费者初始信任影响因素的实证研究[J].情报杂志,2009,(007)：175-179.
[112]林家宝,鲁耀斌,章淑婷.网上至移动环境下的信任转移模型及其实证研究 [J].南开管理评论,2010,(003)：80-89.
[113]GEYSKENS I., STEENKAMP J. Economic and Social Satisfaction:Measurement and Relevance to Marketing Channel Relationships [J]. Journal of Retailing,2000, 76(1):11-32.
[114]ANDERSON J., GERBING D. Structural Equation Modeling in Practice:A Review and Recommended Two-Step Approach [J]. Psychological Bulletin,1988, 103(3):411-423.
[115]BAGOZZI R. P., YI Y. On the Evaluation of Structural Equation Models [J]. Journal of the Academy of Marketing Science,1988,16(1):74-94.
[116]BARCLAY D., HIGGINS C., THOMPSON R. The Partial Least Squares Approach to Causal Modeling:Personal Computer Adoption and Use as an Illustration [J]. Technology Studies,1995,2(2):285-309.
[117]FORNELL C., LARCKER D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error [J]. Journal of Marketing Research,1981,18(1):39-50.
[118]PODSAKOFF M. P., ORGAN D. W. Self-Reports in Organizational Research: Problems and Prospects [J]. Journal of Management,1986,12(4):531-544.
[119]BARON R. M., KENNY D. A. The Moderator-Mediator Variable Distinction in Social Psychological Research:Conceptual, Strategic, and Statistical Considerations [J]. Journal of Personality and Social Psychology,1986,51(6): 1173-1182.
[120]THORELLI H. B. Networks:Between Markets and Hierarchies [J]. StrategicManagement Journal,1986,7:37-51.
[121]MURRAY A. I., SIEHL C. Joint Ventures and Other Alliances:Creating a Successful Cooperative Linkage [M]. Financial Executives Research Foundation, 1989.
[122]WILLIAMSON O. E. The Economic Institutions of Capitalism[M]. New York: The Free Press,1985.
[123]HEIDE J. B., MINER A. S. The Shadow of the Future:Effects of Anticipated Interaction and Frequency of Contact on Buyer-Seller Cooperation [J]. Academy of Management Journal,1992,35(2):265-291.
[124]ANDERSON J. C., NARUS J. A. A Model of Distributor Firm and Manufacturer Film Working Partnerships [J]. Journal of Marketing,1990,54(1):42-58.
[125]THOMPSON J. D. Organizations in Action[M]. McGraw-Hill, New York:NY, 1967.
[126]BUCKLIN L. P., SENGUPTA S. Organizing Successful Co-Marketing Alliances [J]. Journal of Marketing,1993,57(April):32-46.
[127]HIBBARD J. D., NIRMALYA KUMAR, STERN L. W. Examining the Impact of Destructive Acts in Marketing Channel Relationships [J]. Journal of Marketing Research,2001,38(February):45-61.
[128]KUMAR, SCHEER L. K., STEENKAMP J.-B. E. M. The Effects of Perceived Interdependence on Dealer Attitudes [J]. Journal of Marketing Research,1995, 32(August):348-356.
[129]HALLEN L., JAN JOHANSON, SEYED-MOHAMED N. Interfirm Adaptation in Business Relationships [J]. Journal of Marketing,1991,55(April):29-37.
[130]DE RUYTER K., WETZELS M. Commitment in Auditor-Client Relationships: Antecedents and Consequences [J]. Accounting, Organizations and Society,1999, 24(1):57-75.
[131]MACMILLAN K., MONEY K., MONEY A., DOWNING S. Relationship Marketing in the Not-for-Profit Sector:An Extension and Application of the Commitment-Trust Theory [J]. Journal of Business Research,2005,58(6): 806-818.
[132]DWYER F., SCHURR P., OH S. Developing Buyer-Seller Relationships [J]. Journal of Marketing,1987,51 (April):11-27.
[133]KUMAR N., SCHEER L., STEENKAMP J. The Effects of Perceived Interdependence on Dealer Attitudes [J]. Journal of Marketing Research,1995, 32(3):348-356.
[134]MITREGA M., KATRICHIS J. Benefiting from Dedication and Constraint in Buyer-Seller Relationships [J]. Industrial Marketing Management,2010,39(4): 616-624.