多渠道供应链渠道合作驱动因素分析及其实证研究

基于制造商视角，从外部环境、组织内部以及合作特征三方面对多渠道供应链渠道合作驱动因素进行分析归纳，得到包括竞争压力、消费者需求等八项驱动因素。以合作意向、合作行为作为结果变量构建多渠道供应链渠道合作驱动因素理论模型，利用结构方程模型结合217家多渠道制造商的调查数据对上述模型进行实证检验。结果表明竞争压力、消费者需求、组织资源、渠道互补、感知相对优势和感知复杂性对合作意向有显著影响，且通过合作意向间接影响合作行为，而高层支持和组织相容性对合作意向影响不显著。

An Empirical Research on the Driving Factors for Channel Cooperation of Multichannel Supply Chain

Based on the perspective of manufacturer, the driving factors for multichannel cooperation are analyzed from the aspect of external environment, internal organization and characteristics of cooperation. Eight driving factors are summarized, including competitive pressure, consumer demand and so forth. A theoretical model of driving factors for multichannel cooperation is built with cooperation intention and cooperation behavior as dependent variables. Then the structural equation modeling technique is used to evaluate the model with the data collected from 217 manufacturers. The results of the study indicates that competitive pressure, consumer demand, organizational resource, channel complementarity, perceived relative advantage and perceived complexity have direct impact on cooperation intention, and have indirect impact on cooperation behavior through cooperation intention. But top management support and organizational compatibility have no significant impact on cooperation intention.