Research On Determinants Of Strategic Information Sharing Of Distributors

Channel information sharing is the important part in research of channel relationship quality. In theory, the manufacturers integrate and use the channel information has to be thought the key point to enhance the channel competitiveness. Meanwhile, the distributers connect the consumers with manufacturer, also is the market touch of manufacturers. But, due to some relevant reasons, the attitude of distributer to share strategic information is complicated; the distributer doesn't want to take the initiative to share strategic information. So, how to make the manufacturer realize the key factors that impede the distributor to share information has become the research focus. The present research analyzes factors such as distributors'product and market features, specific assets investment, uncertainty to verify their importance to the strategic information sharing of distributors. This paper will base on the formal research, take dependent asymmetry, uncertainty, specific assets investment and channel fairness as the factors of strategic information sharing of distributors. We lead factors of social and psychological perception of inter-organizational into channel information sharing research. This paper brings forward research hypothesis and constructs conceptual model, and test the factors that affect strategic information sharing of distributors empirically. The results show that uncertainty doesn't take significant negative impact in strategic information sharing of distributors, and in different level of dependence, channel fairness and specific assets investment make different impacts on strategic information sharing of distributors.