Impact Of Channel Control Mechanisms On Relationship Dissolution Intention

With the economic globalization, customer demand diversification and high technology development, enterprises are facing the increasingly fierce market competition. In the long run, whether suppliers or distributors are hard to win by their own strength in a rapidly changing market environment. The stable relationship between channel members plays a crucial role in the survival of business partners and efficient operation of marketing channel. But in recent years, the contradiction in the channel is increasing, and the breakdown of the channel relationship is becoming very common. Therefore, how to deal with the relationship dissolution becomes an urgent problem to be solved.Generally speaking, the existing researches on channel relationship have mostly focused on how to establish and maintain existing partnerships, but paid little attention to relationship dissolution. Therefore, this paper introduces control mechanisms into the research on relationship dissolution, and focuses on the effects of two dimensions of contracts and relational norms on relationship dissolution intention individually and in combination. At the same time, in order to make the research more practical, this paper also introduces technological turbulence and procedural fairness which are important contextual factors, and explores the moderating effects of them on the relationship between control mechanisms and relationship dissolution intention under the China's marketing channel background.Focusing on the research variables, this paper puts forward the concept model and the research hypothesis after a more comprehensive and detailed study of documents. On the basis of them, this paper carrys out an investigation through questionnaire method to the distributors which were from furnishing, computer and its components industries in China. The survey collected 206 valid questionnaires which provide data for the empirical research. SPSS20 and AMOS20 were used to analysis and test the data. The empirical research shows: issue inclusiveness can increase dissolution intention, while contractual obligatoriness cannot reduce dissolution intention; relational norms can reduce dissolution intention, and strengthen the negative effects of contractual obligatoriness on dissolution intention, but cannot weaken the positive effects of issue inclusiveness on dissolution intention; technological turbulence can deepen the effects of issue inclusiveness and contractual obligatoriness on dissolution intention, but cannot strengthen the negative effects of relational norms on dissolution intention; procedural fairness can deeped the negative the effects of relational norms on dissolution intention, but do not have a significant moderating effects on the relationship between contract and relationship dissolution intention.Theoretically, the findings enrich the existing research on relationship dissolution, and enhance the understanding of the impact of control mechanisms on relationship dissolution intention. To a certain extent, they make up for the deficiency of the previous research. Practically, the conclusions also help enterprises to understand the cause of relationship dissolution, and provide important guidelines for managers on how to effectively use control mechanism to reduce dissolution intention.