수요환경의 변화와 경로구성원의 상호 영향전략

This study focuses on the relationship between the upward influence strategies of the un-powered firm and the downward influence strategies of the powered firm in vertical marketing system. Additionally, the moderating effect of output sector environmental change on the relationships of the influence strategies is also included in the research interests. The prior marketing channel researches have not shown much interest in adopting the construct of upward influence strategies from the organization management. Many ideas about upward influence strategies have been developed and tested as a subordinates' tactics within the organization context. Therefore, the objective of this study is to increase the understanding of the upward influence strategies of channel members through adopting constructs of upward influence tactics from organization theory. The first hypothesis was extracted from the main research question that the coercive, the noncoercive, and the rational influence strategies of the powered firm could affect the hard, the soft, and the rational influence strategies of un- powered firm, respectively. The second hypothesis was the moderating effect of output sector environmental change on the relationships between influences strategies. The survey questionnaires were collected from 217 dealers in telecommunication industry. In the results of SEM analysis, there was a non-significant causal effect between the coercive and the hard influence strategies. In the moderation effect test, there was a significant coefficient difference of the noncoercive and the soft influence strategies between the dealer groups that were split by the perception of output sector environmental change. The evidence that there was a non-significant coefficient difference in the relationship of the rational-rational influence strategy was not founded.