权力使用策略与渠道合作:IT能力的调节作用
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摘要
在渠道行为理论中,渠道权力一直是学术界关注的重要研究课题。本研究将IT能力纳入渠道权力的研究框架,以制造商和分销商之间的合作关系为研究情境,探究了IT能力对权力使用策略(包括使用强制性权力和使用非强制性权力两个方面)与渠道合作之间关系的调节作用。通过问卷调查收集有效数据288份,应用统计分析方法进行检验,研究结果表明:IT能力既会弱化制造商使用强制性权力对渠道合作的负向影响,也会弱化制造商使用非强制性权力对渠道合作的正向影响。这一研究与发现不但能够丰富渠道权力的研究文献,而且有助于在IT变革的背景下发展渠道管理行为的研究,采用新的视角和新的方法找寻新的、更有意义的研究课题。
In the literature of marketing channel behaviors, power has been an important topic. In the context of the dyadic relationship between manufacturers and distributors, this study incorporates information technology(IT) capability into the research framework of channel power, and investigates its moderating effect on the strategies of exercising power, operationalized as the exercises of coercive power versus exercises of non-coercive power. Based on the survey data of 288 respondents and statistical analysis tests, it finds that IT capability of manufacturers weakens both the negative effect of coercive power exercises and the positive effect of non-coercive power exercises on infirm cooperation in marketing channels. This study and its findings can not only help enrich the literature of channel power but also contribute to the research of channel management in the context of IT revolution. Also the study puts forward new and more meaningful topics by adopting new perspectives and methods.
In the literature of marketing channel behaviors, power has been an important topic. In the context of the dyadic relationship between manufacturers and distributors, this study incorporates information technology(IT) capability into the research framework of channel power, and investigates its moderating effect on the strategies of exercising power, operationalized as the exercises of coercive power versus exercises of non-coercive power. Based on the survey data of 288 respondents and statistical analysis tests, it finds that IT capability of manufacturers weakens both the negative effect of coercive power exercises and the positive effect of non-coercive power exercises on infirm cooperation in marketing channels. This study and its findings can not only help enrich the literature of channel power but also contribute to the research of channel management in the context of IT revolution. Also the study puts forward new and more meaningful topics by adopting new perspectives and methods.
引文
[1] Frazier G. L. Organizing and Managing Channels of Distribution[J]. Journal of the Academy of Marketing Science, 1999,27(2):226-240
[2] 张闯,关宇虹. 营销渠道网络结构对渠道权力应用结果的放大与缓冲作用: 社会网络视角[J]. 管理评论, 2013,25(6):141-169
[3] Zhuang G. J., Herndon N. C., Zhou N. Deterrence or Conflict Spiral Effect? Exercise of Coercive Power in Marketing Channels: Evidence from China[J]. Journal of Business-to-Business Marketing, 2014,21(3):187-207
[4] Beier F. J., Stern L. W. Power in the Channel of Distribution[M]. In Distribution Channels: Behavioral Dimensions, New York: Houghton Mifflin, 1969
[5] Hopkinson G. C., Blois K. Power-Base Research in Marketing Channels: A Narrative Review[J]. International Journal of Management Reviews, 2014,16(2):131-149
[6] Hunt S. D., Nevin J. R. Power in a Channel of Distribution: Sources and Consequences[J]. Journal of Marketing Research, 1974,11(2):186-193
[7] Rawwas M. Y. A., Vitell S. J., Barnes J. H. Management of Conflict Using Individual Power Sources: A Retailers’ Perspective[J]. Journal of Business Research, 1997,40(1):49-64
[8] Gaski J. F., Nevin J. R. The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel[J]. Journal of Marketing Research, 1985,22(2):130-142
[9] EnriqueBigné J., Blesa A., Küster I., et al. Market Orientation: an Antecedent to the Industrial Manufacturer’s Power[J]. European Journal of Marketing, 2004,38(1/2):175-193
[10] Lusch R. F. Sources of Power: Their Impact on Intrachannel Conflict[J]. Journal of Marketing Research, 1976,13(4):382-390
[11] Lee D. Y. Power, Conflict, and Satisfaction in IJV Supplier of Chinese Distributor Channels[J]. Journal of Business Research, 2001,52(2):149-160
[12] 赖弘毅,晁钢令. 渠道权力的使用效果研究——基于元分析技术[J]. 南开管理评论, 2014,17(1):95-104
[13] Venkatesh V., Thong J. Y. L., Xu X. Consumer Acceptance and Use of Information Technology: Extending The Unified Theory of Acceptance and Use of Technology[J]. MIS Quarterly, 2012,36(1):157-178
[14] 李苗,庄贵军,张涛,等. 企业间关系质量对关系型渠道治理机制的影响: 企业IT能力的调节作用[J]. 营销科学学报, 2013,9(1):79-89
[15] 张涛,庄贵军,季刚. IT能力对营销渠道中关系型治理的影响: 一条抑制渠道投机行为的新途径?[J]. 管理世界, 2010,(7):119-129
[16] 庄贵军,周云杰,董滨. IT能力、合同治理与渠道关系质量[J]. 系统工程理论与实践, 2016,36(10):2618-2632
[17] Skinner S. J., Gassenheimer J. B., Kelley S. W. Cooperation in Supplier-Dealer Relations[J]. Journal of Retailing, 1992,68(2):174-192
[18] Zhuang G., Xi Y., Tsang A. S. L. Power, Conflict, and Cooperation: The Impact of Guanxi in Chinese Marketing Channels[J]. Industrial Marketing Management, 2010,39(1):137-149
[19] El-Ansary A. I., Stern L. W. Power Measurement in the Distribution Channel[J]. Journal of Marketing Research, 1972,9(1):47-52
[20] Dahl R. A. The Concept of Power[J]. Behavioral Science, 1957,2(3):201-215
[21] Emerson R. M. Power-Dependence Relations[J]. American Sociological Review, 1962,27(1):31-41
[22] French J. R. P., Raven B. H. The Bases of Social Power[J]. Classics of Organization Theory, 1959,7:311-320
[23] Etgar M. Differences in the Use of Manufacturer Power in Conventional and Contractual Channels[J]. Journal of Retailing, 1978,54(4):49-62
[24] Frazier G. L., Summers J. Interfirm Influence Strategies and Their Application Within Distribution Channels[J]. Journal of Marketing[J]. 1984,48(3):43-55
[25] Frazier G. L., Gill J. D., Kale S H. Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution in a Developing Country[J]. Journal of Marketing, 1989,53(1):50-69
[26] 庄贵军,李珂,崔晓明. 关系营销导向与跨组织人际关系对企业关系型渠道治理的影响[J]. 管理世界, 2008,(7):77-90
[27] 周茵,庄贵军,崔晓明. 营销渠道中的渠道关系, 权力使用与投机行为[J]. 商业经济与管理, 2011,(3):91-97
[28] Gailey E. D., Young J. A. An Examination of Marketing Channel Conflict and Cooperation in the Motorsports Industry[J]. Journal of Marketing Channels, 2012,19(3):212-228
[29] Frazier G. L., Summers J. O. Perceptions of Interfirm Power and its Use Within a Franchise Channel of Distribution[J]. Journal of Marketing Research, 1986,23(2):169-176
[30] Arvidsson V., Holmstr?m J., Lyytinen K. Information Systems Use as Strategy Practice: A Multi-Dimensional View of Strategic Information System Implementation and Use[J]. The Journal of Strategic Information Systems, 2014,23(1):45-61
[31] Wang E. T. G., Hu H. F., Hu P. J. H. Examining the Role of Information Technology in Cultivating Firms’ Dynamic Marketing Capabilities[J]. Information & Management, 2013,50(6):336-343
[32] Liu H., Ke W., Wei K. K., et al. The Impact of IT Capabilities on Firm Performance: The Mediating Roles of Absorptive Capacity and Supply Chain Agility[J]. Decision Support Systems, 2013,54(3):1452-1462
[33] Ngai E. W. T., Chau D. C. K., Chan T. L. A. Information Technology, Operational, and Management Competencies for Supply Chain Agility: Findings from Case Studies[J]. The Journal of Strategic Information Systems, 2011,20(3):232-249
[34] DeGroote S. E., Marx T. G. The Impact of IT on Supply Chain Agility and Firm Performance: An Empirical Investigation[J]. International Journal of Information Management, 2013,33(6):909-916
[35] Byrd T. A., Turner E. D. An Exploratory Analysis of the Information Technology Infrastructure Flexibility Construct[J]. Journal of Management Information Systems, 2000,17(1):167-208
[36] Wang Y., Shi S., Nevo S., et al. The Interaction Effect of IT Assets and IT Management on Firm Performance: A Systems Perspective[J]. International Journal of Information Management, 2015,35(5):580-593
[37] Chen Y., Wang Y., Nevo S., et al. IT Capabilities and Product Innovation Performance: The Roles of Corporate Entrepreneurship and Competitive Intensity[J]. Information & Management, 2015,52(6):643-657
[38] Aiken L. S., West S. G. Multiple Regression: Testing and Interpreting Interactions[M]. Thosand Oaks: Sage, 1991
[39] Brown J. R., Lusch R. F., Nicholson C. Y. Power and Relationship Commitment: Their Impact on Marketing Channel Member Performance[J]. Journal of Retailing, 1995,17(4):363-392
[2] 张闯,关宇虹. 营销渠道网络结构对渠道权力应用结果的放大与缓冲作用: 社会网络视角[J]. 管理评论, 2013,25(6):141-169
[3] Zhuang G. J., Herndon N. C., Zhou N. Deterrence or Conflict Spiral Effect? Exercise of Coercive Power in Marketing Channels: Evidence from China[J]. Journal of Business-to-Business Marketing, 2014,21(3):187-207
[4] Beier F. J., Stern L. W. Power in the Channel of Distribution[M]. In Distribution Channels: Behavioral Dimensions, New York: Houghton Mifflin, 1969
[5] Hopkinson G. C., Blois K. Power-Base Research in Marketing Channels: A Narrative Review[J]. International Journal of Management Reviews, 2014,16(2):131-149
[6] Hunt S. D., Nevin J. R. Power in a Channel of Distribution: Sources and Consequences[J]. Journal of Marketing Research, 1974,11(2):186-193
[7] Rawwas M. Y. A., Vitell S. J., Barnes J. H. Management of Conflict Using Individual Power Sources: A Retailers’ Perspective[J]. Journal of Business Research, 1997,40(1):49-64
[8] Gaski J. F., Nevin J. R. The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel[J]. Journal of Marketing Research, 1985,22(2):130-142
[9] EnriqueBigné J., Blesa A., Küster I., et al. Market Orientation: an Antecedent to the Industrial Manufacturer’s Power[J]. European Journal of Marketing, 2004,38(1/2):175-193
[10] Lusch R. F. Sources of Power: Their Impact on Intrachannel Conflict[J]. Journal of Marketing Research, 1976,13(4):382-390
[11] Lee D. Y. Power, Conflict, and Satisfaction in IJV Supplier of Chinese Distributor Channels[J]. Journal of Business Research, 2001,52(2):149-160
[12] 赖弘毅,晁钢令. 渠道权力的使用效果研究——基于元分析技术[J]. 南开管理评论, 2014,17(1):95-104
[13] Venkatesh V., Thong J. Y. L., Xu X. Consumer Acceptance and Use of Information Technology: Extending The Unified Theory of Acceptance and Use of Technology[J]. MIS Quarterly, 2012,36(1):157-178
[14] 李苗,庄贵军,张涛,等. 企业间关系质量对关系型渠道治理机制的影响: 企业IT能力的调节作用[J]. 营销科学学报, 2013,9(1):79-89
[15] 张涛,庄贵军,季刚. IT能力对营销渠道中关系型治理的影响: 一条抑制渠道投机行为的新途径?[J]. 管理世界, 2010,(7):119-129
[16] 庄贵军,周云杰,董滨. IT能力、合同治理与渠道关系质量[J]. 系统工程理论与实践, 2016,36(10):2618-2632
[17] Skinner S. J., Gassenheimer J. B., Kelley S. W. Cooperation in Supplier-Dealer Relations[J]. Journal of Retailing, 1992,68(2):174-192
[18] Zhuang G., Xi Y., Tsang A. S. L. Power, Conflict, and Cooperation: The Impact of Guanxi in Chinese Marketing Channels[J]. Industrial Marketing Management, 2010,39(1):137-149
[19] El-Ansary A. I., Stern L. W. Power Measurement in the Distribution Channel[J]. Journal of Marketing Research, 1972,9(1):47-52
[20] Dahl R. A. The Concept of Power[J]. Behavioral Science, 1957,2(3):201-215
[21] Emerson R. M. Power-Dependence Relations[J]. American Sociological Review, 1962,27(1):31-41
[22] French J. R. P., Raven B. H. The Bases of Social Power[J]. Classics of Organization Theory, 1959,7:311-320
[23] Etgar M. Differences in the Use of Manufacturer Power in Conventional and Contractual Channels[J]. Journal of Retailing, 1978,54(4):49-62
[24] Frazier G. L., Summers J. Interfirm Influence Strategies and Their Application Within Distribution Channels[J]. Journal of Marketing[J]. 1984,48(3):43-55
[25] Frazier G. L., Gill J. D., Kale S H. Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution in a Developing Country[J]. Journal of Marketing, 1989,53(1):50-69
[26] 庄贵军,李珂,崔晓明. 关系营销导向与跨组织人际关系对企业关系型渠道治理的影响[J]. 管理世界, 2008,(7):77-90
[27] 周茵,庄贵军,崔晓明. 营销渠道中的渠道关系, 权力使用与投机行为[J]. 商业经济与管理, 2011,(3):91-97
[28] Gailey E. D., Young J. A. An Examination of Marketing Channel Conflict and Cooperation in the Motorsports Industry[J]. Journal of Marketing Channels, 2012,19(3):212-228
[29] Frazier G. L., Summers J. O. Perceptions of Interfirm Power and its Use Within a Franchise Channel of Distribution[J]. Journal of Marketing Research, 1986,23(2):169-176
[30] Arvidsson V., Holmstr?m J., Lyytinen K. Information Systems Use as Strategy Practice: A Multi-Dimensional View of Strategic Information System Implementation and Use[J]. The Journal of Strategic Information Systems, 2014,23(1):45-61
[31] Wang E. T. G., Hu H. F., Hu P. J. H. Examining the Role of Information Technology in Cultivating Firms’ Dynamic Marketing Capabilities[J]. Information & Management, 2013,50(6):336-343
[32] Liu H., Ke W., Wei K. K., et al. The Impact of IT Capabilities on Firm Performance: The Mediating Roles of Absorptive Capacity and Supply Chain Agility[J]. Decision Support Systems, 2013,54(3):1452-1462
[33] Ngai E. W. T., Chau D. C. K., Chan T. L. A. Information Technology, Operational, and Management Competencies for Supply Chain Agility: Findings from Case Studies[J]. The Journal of Strategic Information Systems, 2011,20(3):232-249
[34] DeGroote S. E., Marx T. G. The Impact of IT on Supply Chain Agility and Firm Performance: An Empirical Investigation[J]. International Journal of Information Management, 2013,33(6):909-916
[35] Byrd T. A., Turner E. D. An Exploratory Analysis of the Information Technology Infrastructure Flexibility Construct[J]. Journal of Management Information Systems, 2000,17(1):167-208
[36] Wang Y., Shi S., Nevo S., et al. The Interaction Effect of IT Assets and IT Management on Firm Performance: A Systems Perspective[J]. International Journal of Information Management, 2015,35(5):580-593
[37] Chen Y., Wang Y., Nevo S., et al. IT Capabilities and Product Innovation Performance: The Roles of Corporate Entrepreneurship and Competitive Intensity[J]. Information & Management, 2015,52(6):643-657
[38] Aiken L. S., West S. G. Multiple Regression: Testing and Interpreting Interactions[M]. Thosand Oaks: Sage, 1991
[39] Brown J. R., Lusch R. F., Nicholson C. Y. Power and Relationship Commitment: Their Impact on Marketing Channel Member Performance[J]. Journal of Retailing, 1995,17(4):363-392