A Empirical Research About The Effect Of Relationship Characteristics Of Boundary Spanners On The Quality Of Channel Communication

Channels communication as a tool and carrier operations in the marketing channels play a crucial role, for the channel member businesses, grasp the dynamics of channels communication,Concern about behavior of channels communication,improve the quality of channels communication will be conducive to the effective functioning of the entire marketing channel. However, in the study of communication and efficiency of channel,researchers more focus on business tasks and the channel environment and its impact,cross-organizational relationships and interpersonal communication in marketing channels is the role of inadequate attention has been. Many issues related to this empirical problem have not been answered,for instance, how the inter-organizational relationships and interpersonal communication impact on the quality of channels communication? How characteristics of a leader or important factors related to staff standing for the enterprise affect communication action? Therefore, studying that how the relationship characteristics of boundary spanners affect the quality of channels communication has some theoretical significance.In this paper, research work and conclusions can be summarized as follows:(1) Set out the background and the significance of research,Pointed out that studying how the relationship characteristics of boundary spanners influence the quality of channel communication had theoretical and practical significance to the development of the channel members.(2) Reviewed current research related to this article, focused on the importance of studying the relationship characteristics of boundary spanners. First, cleared the scope of this study and theoretical basis,made a systematic summary about existing theory of channels relationship. Secondly, combined the main research results from three aspects consisted of the domestic and international channel relationships, channels communication, research status of boundary spanners,thus providing perspective and analysis tools for this study. Then elaborated the profile of characteristics of boundary spanners,combined with our unique cultural factors and socio-economic system, selected three factors what is the most representative characteristics of relationships between factors, including personal relationship, opportunistic behavior tendency and common business value. Finally, summarized a few inadequate of studying channels communication in the existing literature,Cleared the main problems in this article. (3) According to Mohr and Sohi's research results and theoretical basis,structured the model that relationship characteristics of boundary spanners affect the quality of communication channel, based on the framework of the model and made assumptions.(4) Selected research object, through questionnaires, collected research data, made use of correlation analysis, regression analysis test hypotheses. verify conclusion that: First, good personal relationships between boundary spanners has significant positive influence to the quality of the channel communication, mainly for three aspects including the convenience of information communication (timeliness), efficient (adequacy), psychological stability (credibility). Second, perception of opportunistic behavior tendency that boundary spanners has to the others have significant negative impact on the quality of the channel communication, for example, the information obtained through communication is incomplete, inadequate, poor accuracy and low confidence, Third, common business values between boundary spanners has significant positive influence to the evaluation index of quality of the channel communication, which consist of information completeness, information adequacy, information timeliness, accuracy, information credibility.