IT能力、合同治理与渠道关系质量

以渠道治理的相关研究为理论基础,对288份问卷调查所得的数据做统计分析,探讨了网络环境下IT能力(分为IT技术能力和IT人员能力)对企业在营销渠道中使用合同治理机制(分为合同定制化和合同监督)的影响及其后果.分析结果显示:第一,IT技术能力对企业采用定制化合同和合同监督均有独立的正向影响,IT人员能力只对企业的合同监督有独立的正向影响;第二,两种IT能力对企业采用定制化合同和合同监督有正向的交互作用;第三,两种IT能力还能够通过定制化合同和合同监督提高企业与其渠道合作伙伴的关系质量.

IT capability,contractual governance,and channel relationship quality

Based on the literature of channel governance, by analyzing the data of 288 respondents, this paper investigates the impact of firms' IT capability, operationalized as IT technical capability and IT personnel capability, on their uses of the contractual governance mechanism (operationalized as contract customization and contract monitoring) and the consequences under Internet environment. The results show that, first, IT technical capacity independently and positively affects firms' contract customization and contract monitoring, while IT personnel capacity only have an independent and positive effect on firms' contract monitoring. Second, two types of IT capacities have an interactive and positive effect on firms' contract customization and contract monitoring. Third, the two IT capacities would also positively affect firms' relationship quality with their partners through their uses of the contractual governance mechanism.