| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 94 === As the development of information technology and environmental uncertainty goes on, enterprises must develop good channel relationships to reduce opportunism for increasing channel member satisfaction. When the asymmetry of channel interdependence makes channel members take self-interested behaviors, channel partners will face risks. Channel trust could be used to decrease opportunism to develop and keep long channel relationships. Although there were mixed results in numerous empirical marketing studies that have interpreted relationships between channel trust and another variables, channel trust in channel relationships is needed to explore profoundly. Studies proved that channel commitment raises predictability and flexibility in channel relationships. Therefore, channel commitment should diminish opportunism. Because past studies were explored mainly by channel trust or channel commitment, this study uses channel trust and channel commitment simultaneously to research for realizing the relationships. Accordingly, this research presents a conceptual framework for incorporating channel interdependence, channel trust, channel commitment, and channel member satisfaction to explore antecedes and consequences of channel trust and channel commitment.
In the design, cell-phone retailer in the open channel of Taiwan is the research sample and this paper uses convenience sampling to choose 233 samples and retrieves questionnaire by interviewer. There are 141 effective samples that subtract 9 ineffective samples from 150 samples, and the effective ratio is 94.0%. This research referred to Churchill(1979) to puify the received data, then used ANOVA, multivariatre analysis, and LISREL analysis to test the hypothesis.
The major finding of this study are summarized as following:（1）Overall, the global model fit achieve goodness of fit and is acceptable.（2）Total interdependence has a positive impact on channel member satisfaction and channel trust and channel commitment have a positive indirect effect between total interdependence and channel member satisfaction（3）Channel trust has a positive indirect effect between total interdependence and channel commitment.（4）Channel commitment has a positive indirect effect between channel trust and channel member satisfaction.
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