摘要
在竞争日益激烈的零售业,与供应商保持长期合作关系对零售商保持竞争优势越来越重要。本研究探讨了信任和关系承诺对长期关系导向的影响。研究的数据主要来自上海和江苏的电子产品零售商,共获得118份有效问卷,进行结构方程模型分析。实证结果表明信任变量中的可靠性会正向影响关系承诺,关系承诺变量中的行为的承诺和情感的承诺会正向影响长期关系导向。最后,本研究根据理论框架和研究结果提出相关建议和未来研究方向。
In the retailing industry with increasing fierce competition, it is very important for retailers to establish long-term relationship with suppliers, This paper study the effect of trust and relationship commitment on long-term orientation. Empirical data of this study mainly selected from retailers in the electronic industry field in Shanghai and Jiangsu, there are total 118 valid questionnaires. Use LISREL test research framework. Results reveal that credibility positively affects relationship commitment, behavioral and affective commitment positively affect long-term orientation. Finally, according to the conceptual framework and research findings, this paper puts forward suggestions and also the aspects of further research.
出处
《华东经济管理》
2007年第10期47-52,共6页
East China Economic Management
基金
华东理工大学USRP项目基金资助
关键词
零售业
长期关系
信任
关系承诺
retailing
long-term relationship
trust
relationship commitment
