A Study Of The Impacts Of Relationship Quality On The Performance Of New Product Diffusion Between Manufacturer And Retailer

In recent years, relationship quality, relationship behavior has become the core field ofchannel relationship marketing researches, although research in these two areas is becomingbooming trend, these studies have not spread to new products diffusion performance issues.According to previous studies of innovation diffusion theory, scholars believe that the newproduct diffusion is closely related to product characteristics, consumer characteristics andcommunication channels. Channel relationships quality will undoubtedly play an important partin the performance of new product diffusion, that relations with the new product market successspread between good and bad performance in the early channels of the literature still lackadequate research.Based on the channel relationship quality and performance of new product diffusion theoryand the literature review, try to build on structural equation model that new products diffusionperformance and relationship quality, acting channels relationship behavior as the intermediary.We explore validation that channels relationship quality (especially trust, commitment, conflict,and personal relationships and other factors) affect the performance of new product diffusionmechanism, in order to understand and master the rules of these effects, reflect a more systematicand comprehensive about manufacturers and retailers relationship quality, relationship behaviorand performance and other areas of new product diffusion and the relations between the issues.In this paper, we found that there may be a positive relationship between the channelrelationship quality (trust, commitment) and the channel behavior (cooperation, informationsharing); Additional, a positive association between conflict and the channel behavior(cooperation, information sharing); no significant impact between personal relationship andchannel behavior (cooperation, information sharing). We found that there may be a positivebetween channel behavior (cooperation, information sharing) and new products diffusionperformance (new product trial intention and adoption intention) have a significant positivecorrelation and impact.