| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 90 === The purpose of this study is to investigate the effects of wholesalers'' strategies on channel relationship. It is anticipated that strategies will influence channel management, relational behavior, and relationship commitment. The study first establishes the con-ceptual framework of the effects of strategies on channel relationship and research hy-potheses based on existing literature; the next step is to utilize linear structural relational model (LISREL) to conduct empirical analysis; and finally to clarify the effects of wholesalers'' strategies on channel relationship. The subjects are travel retailers with head offices in Taipei.
The result of this study indicate that travel wholesalers employing a cost leadership strategy are more likely to engage in low levels of contract, coordination and support; travel wholesalers employing a differentiation strategy are more likely to engage in high levels of contract, coordination and support; travel wholesalers employing a focus strategy are not likely to engage in channel management; contract significantly effects on travel retailers'' trust and communication; coordination significantly effects on travel retailers'' dependence and communication; support significantly effects on travel retail-ers'' trust and dependence; trust and communication significantly effect on travel retail-ers'' affective commitment, expect of continuance, and willing to invest; dependence sig-nificantly effects on travel retailers'' affective commitment and willing to invest.
The study can testify the theoretical structure of the effects of strategies on channel relationship, and also provide suggestions about long-term relationship for travel industry.
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