The Interdependence and Influence Strategies BetweenPlatform Provider and Merchandise Provider in Online Channels

• Main Authors: Wei-Sheng Wang, 王維聖
• Other Authors: 林明杰
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/52467620476214895125

碩士 === 國立中央大學 === 企業管理學系 === 102 === In this study, we would discuss the relationship between online channels from the point of dependency theory and influence strategies, supported by the theoretical frameworkproposed byLai(2009) and relational norms proposed by Heide and John(1992). The study aims to analyze the relationship between total interdependence, interdependence asymmetryand influence strategies. We also wonder if relational norms would play an important role in the relationship. Apart from previous studies pay lots of attentions on physical channels, this study take online channels as study fields to review previous studies. The empirical analysis showed that: 1. There are some differences between online channels but some share the same concepts. 2. Total interdependence between online channelshas a positive impact on coercive strategies, promise strategies and non-coercive strategies. 3. Under interdependence asymmetry which Yahoo has less dependence, Yahoo would adopt more coercive strategies, more promise strategies and more non-coercive strategies. 4. If there are shared norms and values between Yahoo and their partners, Yahoowill adopt more promise strategies and more non-coercive strategies. 5. To further analyze the perception of different influence strategies between online channels, the study extracted three factors from the 10 items of influence strategies. Under different levels of total interdependence and different types of interdependence asymmetry, most of the extracted factors have significant differences. On the theoretical contribution of this study, in addition to re-test the applicability of the theory in the physical channels, we also reclassify the influences between online channels. In practice contribution, the study enablethose who want to joinonline channels to understand the influence strategies they are about to perceive. The study also suggeststo build relational norms for the exchange of more information exchange, more request and more recommendations from online platform providers.