| With the vigorous development of the Internet and electronic commerce, more and more Small and Medium-sized Manufacturing Enterprises have chosen to build their own network platform or rely on the third-party network platforms to carry out the network distribution. Along with the expansion of the network distribution channels, customers from traditional channels may transfer to the network channel, causing channel conflict between the Small and Medium-sized Manufacturing Enterprises and traditional retailers in competing for the common customers. furthermore benefits loss of market shares, sales income, profits and after-market service quality was caused. So Small and Medium-sized Manufacturing Enterprises should understand which factors promote the forming of double channel coordination to reduce potential conflicts between physical distribution channel and networks distribution channel.On the basis of planned behavior theory and double channel characteristics, this paper suggested a conceptual model and the measurement models about the formation of double channel coordination. Later, we got 452 effective enterprise samples through the sample survey of related enterprises, on which the casualty model of double channel coordination formation mechanism was proved using PLS-based structure equation model. At last, this paper tested the effects of mediator and moderator variables in causation model.The empirical results show as follows:the willingness of manufactures'double channel coordination, namely coordination attitude, intention and expected result influence their enthusiasm of executing coordinative strategies directly, which furthermore impact channel coordination performance. The investigation results show that manufactures need to strengthen and maintain the long-term cooperation with retailers, and promote consumer's online shopping acceptance, then harmonious operation of the double channel will be realized. This conclusion can be helpful to Small and Medium-sized Manufacturing Enterprises with the intention of running both traditional and Internet distribution. |
