信任品行銷管道中製造商資訊分享對經銷商依從的影響

The Impact of Manufacturer Information Sharing on Dealer Compliance in Credent Goods Marketing Channel

Student thesis: Doctoral Thesis

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Author(s)

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Detail(s)

Awarding Institution
Supervisors/Advisors
  • Xiucheng FAN (External person) (External Supervisor)
  • Zhilin YANG (Supervisor)
Award date10 Jan 2023

Abstract

近年來,隨著科學技術的快速發展以及消費模式的不斷升級,市場中具備信任品特徵的產品和服務越來越多。由於缺乏高性能產品和高技術服務相關知識,消費者往往不具有準確識別產品和服務品質好壞的能力,外部信號對消費者購買決策的影響日益重要。另一方面,管道治理一直是行銷管道理論與實踐最關注的話題之一。尤其是針對信任品市場,經銷商的存在不僅佔據了產品和服務交易的中間位置,還往往擔負著傳遞信號的角色。當前關於管道治理研究的分析物件主要集中在由製造商和消費者兩者組成的二元管道治理,然而在現實的三元管道中,各個管道成員之間存在著相互影響和制約的關係,僅僅將二元管道治理的研究結論納入到三元管道中是有所欠缺的,無法對管道內成員的行為做出充分的解釋。因此在消費市場上,尤其是信任品市場,三元管道關係的研究越來越受到學者的關注。

在信任品市場三元管道關係治理中普遍存在經銷商掌握著更多權力的現象。關於信任品市場中三元管道的研究主要集中在製造商如何採取更多的激勵、更完善的契約等促使經銷商引導消費者選擇該品牌,那麼在如今資訊技術快速發展的背景下製造商可以直接與消費者進行非交易的資訊溝通時,這種資訊的直接分享是否能夠幫助製造商獲得消費者更多的信任和購買?同時消費者購買決策的變化又是否能夠進一步影響製造商對經銷商的治理績效?本文將主要針對上述兩個問題進行探索和回答。

本文利用一個探索性的定性研究和兩個定量研究提出了本文的整體理論框架。本文研究一通過半結構訪談的方式來探索三元管道內製造商資訊分享對消費者和經銷商的影響,對製造商直接分享給消費者不同類型的資訊形式、引起消費者行為變化的驅動因素以及經銷商面對製造商和消費者這一行為的反應進行了探索。其次,本文研究二、三和四主要關注製造商資訊分享對消費者轉換經銷商行為的作用。通過嚴格的情境實驗設計結合問卷調研,選取信任品三元管道中消費者作為研究物件,實證檢驗了製造商資訊分享對消費者轉換行為的影響。最後,研究五主要關注消費者轉換行為對經銷商依從的作用。選取信任品三元管道中經銷商作為研究物件,通過問卷調研的方式對製造商資訊分享、消費者轉換行為以及經銷商依從三者之間的關係開展了定量研究,並進行實證檢驗。

本文的研究結果發現,第一,通過研究二、三和四發現,在信任品市場三元管道中製造商資訊分享與消費者轉換經銷商的行為之間存在顯著的正向關係,其中產品層資訊的分享相對品牌層資訊而言其影響效果更顯著。同時,當製造商分享產品層資訊時消費者涉入度會正向調節資訊分享對消費者轉換行為的影響。本研究還通過仲介效應分析發現當製造商分享品牌層資訊和產品層資訊時,消費者品牌信任是製造商資訊分享與消費者轉換行為之間關係的仲介變數;而當製造商僅分享產品層資訊時,消費者感知風險是製造商資訊分享與消費者轉換行為之間關係的仲介變數。第二,通過研究五進一步發現,消費者轉換行為與經銷商對製造商的依從之間也存在顯著的正向關係,同時,製造商管道寬度會正向調節消費者轉換行為對經銷商依從的影響。

本文取得了如下創新點,首先,本文拓展了三元管道中製造商管道治理領域的研究成果,為製造商利用消費者來影響經銷商這一治理機制提供了新的研究思路。其次,本文豐富了信任品市場中消費者增權的相關理論,探索了製造商資訊分享尤其是產品層資訊分享對消費者在管道內權力增加的影響。再次,本研究通過情境操控和問卷測量的方法驗證了製造商資訊分享對消費者轉換行為的影響,並檢驗了消費者涉入度在其中的調節作用和消費者品牌信任以及感知風險的仲介作用。最後,本研究檢驗了消費者轉換行為對經銷商依從的影響,並對製造商管道寬度在其中的調節作用加以探索。研究成果拓展和深化了信任品三元管道的相關研究,具有一定的理論貢獻和現實意義。
In recent years, with the rapid development of science and technology and the continuous upgrading of consumption patterns, more and more products and services are having the characteristics of credence. Due to the lack of knowledge about high-tech products and services, consumers are often unable to accurately identify the quality of products and services. Hence, the impact of external signals on consumer purchase decisions is increasingly important. On the other hand, channel governance has always been one of the most concerned topics in marketing channel theory and practice. Especially for the market of credence goods, dealers not only occupy the middle position of product and service transactions, but also often play the role of signal transmission. The current analysis object of channel governance research is still focused on the dual channel governance composed of manufacturers and consumers. However, in the actual triadic channel, there exists mutual influence and restriction among various channel members. It is insufficient to apply the research conclusions of dual channel governance into the triadic channel because the behavior of members within the channel cannot be adequately explained. Therefore, in the consumer market, especially in the credence goods market, the study of triadic channel relationship has attracted more and more attention from scholars.

In the triadic channel relationship governance of credence goods market, it is common that dealers hold more power. Study of triadic channels in the credence goods market is mainly focused on how manufacturers attract consumers by encouraging dealers with more incentives, better contracts, etc. to. In the context of modern information technology, when manufacturers can communicate directly with consumers on non-transactional information, can this direct sharing of information help manufacturers gain more trust and purchases from consumers? Besides, can changes in consumer purchase decisions further affect the manufacturer 's governance performance over dealers? This study will mainly explore and answer the above two questions.

This study puts forward the overall theoretical framework by using an exploratory qualitative study and four quantitative studies. Study 1 focuses on the impact of manufacturer information sharing on consumers and dealers in the triadic channel through semi-structured interviews, and explores the different types of information forms that manufacturers directly share to consumers, the driving factors that cause changes in consumer behavior, and the response of dealers to manufacturers and consumers in this behavior. Secondly, studies 2, 3 and 4 mainly focus on the effect of manufacturer information sharing on consumer switching dealer behavior. Through rigorous situational experiment design combined with questionnaire survey, consumers in the triadic channel of credent goods are selected as the research object, and the impact of manufacturer information sharing on consumer switching behavior is empirically tested. Finally, study 5 focuses on the effect of consumer switching behavior on dealer compliance. The dealers in the triadic channel of credent goods are selected as the research object. Through the questionnaire survey, the relationship between manufacturer information sharing, consumer switching behavior and dealer compliance is quantitatively studied and empirically tested.

As the results show, study 1, 2 and 3 found that there is a significant positive relationship between manufacturer information sharing and consumers' behavior of switching dealers in the triadic channel of the credence goods market, and the sharing of product-level information is more effective than brand-level information. At the same time, when manufacturers share product-level information, consumer involvement will positively regulate the impact of information sharing on consumer switching behavior. Through mediating effect analysis, this study also finds that when manufacturers share brand-level information and product-level information, consumer brand trust is the mediating variable of the relationship between manufacturer information sharing and consumer switching behavior, while when manufacturers only share product-level information, consumer perceived risk is the mediating variable of the relationship between manufacturer information sharing and consumer switching behavior. Second, study 5 further found that there is also a significant positive relationship between consumer switching behavior and dealer compliance with manufacturers. At the same time, the manufacturer 's channel width will positively regulate the impact of consumer switching behavior on dealer compliance.

This study has the following innovations. First of all, this study expands the research results in the field of manufacturer channel governance in the triadic channel, and provides a new research idea for the governance mechanism that manufacturers influence dealers through consumers. Secondly, this study enriches the relevant theories of consumer empowerment in the credence goods market, explores the impact of information shared by manufacturers on consumers empowerment in the channel. Thirdly, this study verifies the impact of manufacturer information sharing on consumer switching behavior through situational manipulation and questionnaire measurement, and tests the moderating role of consumer involvement and the mediating role of consumer brand trust and perceived risk. Finally, this study examines the impact of consumer switching behavior on dealer compliance and explores the moderating role of manufacturer channel width. The research results expand and deepen the research on the triadic channel of credent goods, which has theoretical contribution and practical significance.

    Research areas

  • credent goods, triadic channel, information sharing, consumer switching, dealer compliance