| Summary: | 博士 === 國立臺北科技大學 === 工商管理研究所 === 100 === In the highly competitive business environment today, how to adopt the best conflict resolution and keep sustained competitive strategy height in the channel, so as to reduce opportunic behavior and increase the channel value. Although many studies have addressed channel resolution, but rarely is the adaptive competence in the theory of evolution used as the point of view for exploring the channel relationship.Therefore, this study was to investigate the relationship among the conflict resolution between channel members, sustainable competitive strategy, adaptive competence, opportunistic behavior, and channel value, in order to construct a theoretical framework of marketing channel relationships. Also, using smart phone dealers in Taiwan Taipei area as the target of study with the technique of questionnaires for collecting data, we obtain a total of 524 valid questionnaires and 90.03% effective rate. Afterwards, structural equation model (SEM) was employed as an analysis tool to investigate the relationship among constructs. Study discovers that both partner type and self-interest type conflict resolution, and the use of sustained competitive strategy can all increase the channel value directly through raising the adaptive competence of channel partners. Moreover, partnership-based and self-interest channel conflict resolution, and the use of sustained competitive strategy can, too, decrease opportunistic behavior with further improvement of channel value by improving the adaptive competence of channel partners. The study further points out that the partnership- based conflict resolution, however, could not lower the opportunistic behavior. On the other hand, self-interest conflict resolution is able to reduce the opportunistic behavior directly to expand its channel value. Therefore, this study suggests that adaptive competence is a mediating variable as well, being able to suppress opportunistic behavior and strengthen the channel value.
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