The Research On The Influence Of Channel Trust,Monitoring Mechanism To The Channel Cooperation Performance

The researches on the channel relationship mostly are in some way directly or indirectly related to the channel trust and channel trust; monitoring mechanism are respectively the two important variables, and the influence of channel trust and monitoring mechanism to the channel cooperation performance is the focus of the channel relationship researches. but the conclusions of different scholars vary from each other or even contradict each other:the traditional theory propounds that the channel trust bear positive influence on the performance of channel cooperation, however some assumes that this kind of influence is not conspicuous, and others proposes its negative effect. some scholars assumes that contract mechanism bears negative influence on the cooperation performance, and relationship bears positive influence on the cooperation performance, however, some others argues that the contract mechanism bear positive influence on the cooperation performance and the influence of relationship norm to cooperation performance is not conspicuous. based upon the research results at home and abroad, this paper analyzes the uniformity of the conclusions of the influence of the relationship trust and monitoring mechanism to the cooperation performance, discovers that the channel power structure is the regulated variable of the relationships above, and deepens it by exploring how the channel power structure influence the relationship of these variables. With the background of domestic marketplace, this paper select a distributor on the channel as the sample of empirical study, extend its systematic research on the influence mechanism of the channel power structure as a regulated variable to the relationship between the cooperation and the channel trust as well as monitoring mechanism.Based upon the previous research results of others, this paper, firstly, divides the channel trust into goodwill trust and capacity trust, and the monitoring mechanism into the contract mechanism and relationship norm, get the channel power structure involved into the relationship model constructed with the channel trust, monitoring mechanism and cooperation performance, and establish a new relationship model, and propound some reasonable assumptions. Secondly, by means of the questionnaire survey through the field research and email, it applies the SPSS17.0 and AMOS17.0 to perform the data analysis. Finally, on the ground of the conclusion of this paper and the results of prior researches, it puts them together.The research results show that firstly the channel power structure bear conspicuous regulated effect on the channel trust, monitoring mechanism and channel cooperation performance. when channel power reach the equilibrium, distributors contract mechanism, and capacity trust are not relevant to the channel cooperation, but the distributor relationship norms, goodwill trust is conspicuous to boost the channel cooperation performance; when the manufacturing company possess the dominant power, distributors capacity trust is not relevant to the channel cooperation performance, the distributors contract mechanism and relationship norms, goodwill trust are conspicuous to boost the channel cooperation performance; when the distributors possess the dominant power, the function to boost channel cooperation performance of distributors contract mechanism do not exist, the relationship norms, goodwill trust and capacity trust is conspicuous to boost the channel cooperation trust. Secondly, compared with the results of prior researchers, if the channel power structure gets divided, the conclusions of this paper are compatible with them, so it enriches this theoretical field.