Exploring Relational Investment and Relational Reactions in Sports-Goods Channel Members' Commitment

• Main Authors: HSIEH, MING-HE, 謝明和
• Other Authors: SHU, SHIH-TUNG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/bdxntk

碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士專班 === 106 === This study aims to examine how retailers’ transaction specific investment, relational norms, alternative attractiveness and performance affect the relationship response style through relationship commitment. A total of 68 effective samples from sports-goods chains was collected to test the hypotheses. The result show that relational norms and performance are positively related to retailer commitment while alternative attractiveness is negatively related. Retailer commitment is positively associated with loyalty where as voice of relationship response and is negatively associated with opportunism, neglect and exit of relationship. This study affirms that relationship commitment plays a critical role mediating the relationship between relational norms, alternative attractiveness and performance and relationship response style.