Research On The Influence Of Trust In Channel Relationship Behavior: The Moderating Role Of Monitoring

In the wave of information technology and the Internet, the living environment of companies are more rapidly changing. With the face of increasingly fierce market competition, marketing channels become a key factor in market competition, that is called "People have channels to obtain the world." Moreover, with marketing channels in the development of the social and cultural environment and high technology, there has been new opportunities and challenges. In this context, at the present or future, companies will put more energy transferred to ponder channel partnerships between enterprises in the past.Trust and relationship behavior research has always been a key marketing channel relationships core areas. However, these studies did not put certain management measures that control mechanisms in relation to the study of behavior and trust among dynamics of the system and the lack of such a relationship. Marketing channels should be dynamic, channel relationships between enterprises should be changed over time, and therefore, in this study the relationship between the channel into the model life cycle, so that these studies have an organic link. We believe that only doing some research on the relationship between these areas and issues, which concluded with a reference to the significance of the relationship between the practice of marketing channel management strategy in China. Therefore, dynamic, systematic and comprehensive study of marketing channels of trust, relationship issues, relationship behavior and monitoring mechanism has great theoretical and practical significance.This paper is a preliminary exploration of the question.Based on a lot of literature in the field of trust, monitoring mechanisms, relationship behavior and relationship life cycle, and other related documents, the proposed trustmonitoring mechanism-relationship behavior research framework, and summarize the conclusions drawn in accordance with the relevant previous studies hypothesis: at different stages of the relationships life cycle, trust have different influence impact on the behavior of channel relationships, and the moderating Effects of monitoring mechanisms have significant changes.The analysis results obtained through the model to deal with, in the period of exploration, has a positive impact on the two dimensions of trust business cooperation,monitoring and regulation of benevolence trust significantly and the regulating effect on competence trust is not significant; the construction period, have a positive impact on the two dimensions of trust business cooperation, monitoring is significant negative moderating effect competence trust, benevolence trust is positive moderating effect; mature period, two dimensions of trust has positive effects on channel relationship, monitoring is significant negative moderating effect of benevolence trust,competence trust is of positive moderating effect; recession, two dimensions of trust are not significant effect on channel relationship behavior, also has no significant moderating effect monitoring. In short, in the different stages of the life cycle of channel relationship, the impact of trust on channel relationship behavior of a different role, change regulation effect of monitoring also has significant.