CAJ | 학술논문

关系学习是营销文献中的一个重要研究主题，然而，现有文献仅强调了促进关系学习的有利因素，而忽视了关系学习的阻碍因素。本研究从渠道二元关系的竞合特征出发，将渠道行为理论中的合作和冲突同时纳入关系学习研究框架，探索合作和冲突对渠道关系学习的影响，以弥补现有研究的不足。本研究以制造商及其与分销商的关系学习为研究对象，获得205个制造商样本的调查数据，应用SPSS15．0软件和多元回归方法对研究假设进行检验。研究结果表明，渠道合作与渠道冲突不仅单独影响渠道成员间的关系学习，也交互影响渠道成员间的关系学习。渠道合作伙伴问的合作、任务冲突正向影响关系学习，而关系冲突负向影响关系学习。此外，合作与不同类型的渠道冲突交互对关系学习产生不同影响：合作与任务冲突的交互有利于关系学习，而合作和关系冲突的交互不利于关系学习。本研究结论丰富和发展了关系学习理论，并为企业提高渠道管理水平，制定全新的渠道学习策略提供一定指导。
관계학습시영소문헌중적일개중요연구주제，연이，현유문헌부강조료촉진관계학습적유리인소，이홀시료관계학습적조애인소。본연구종거도이원관계적경합특정출발，장거도행위이론중적합작화충돌동시납입관계학습연구광가，탐색합작화충돌대거도관계학습적영향，이미보현유연구적불족。본연구이제조상급기여분소상적관계학습위연구대상，획득205개제조상양본적조사수거，응용SPSS15．0연건화다원회귀방법대연구가설진행검험。연구결과표명，거도합작여거도충돌불부단독영향거도성원간적관계학습，야교호영향거도성원간적관계학습。거도합작화반문적합작、임무충돌정향영향관계학습，이관계충돌부향영향관계학습。차외，합작여불동류형적거도충돌교호대관계학습산생불동영향：합작여임무충돌적교호유리우관계학습，이합작화관계충돌적교호불리우관계학습。본연구결론봉부화발전료관계학습이론，병위기업제고거도관리수평，제정전신적거도학습책략제공일정지도。
Relationship learning is an important topic in inter-firm relationships, yet the growing literature on relationship learning is still limited. This study aims to present a model that can be used for predicting effective rela- tionship learning behaviors between channel members in the manufacturer-distributor dyadic relationship. Drawing upon the Co-opetition perspective, the properties of the channel partnership can be charactered as co- optition, which means cooperation and different kinds of channel conflicts coexist in the manufacturer-distributor dyadic relationship. A conceptual model is developed by integrating channel behavior theory and organizational learning theory for examining the effects of cooperation and conflict on relationship learning behaviors in the manu- facturer-distributor dyadic relationship. Data based on 205 survey samples from Chinese manufacturer are used to test the proposed model, using mul- tiple regression analysis method and SPSS15.0. The empirical research findings confirm the applicability and pre- dictive power of the proposed model. Cooperation and conflict between channel members have both individual and interactive effects on the relationship learning behaviors, thus highlighting the importance of the co-opetition per- spective on relationship learning behaviors between channel members. The results show that cooperation between channel members is positively related to relationship learning behaviors, whereas different kinds of channel conflict generate mixed impacts on relationship learning behaviors. Specifically, task conflict is found to positively affect re- lationship learning behaviors, while relationship conflict has a negative impact on relationship learning behav- iors. More importantly, the results show that the interaction between cooperation and task conflict is positive to rela- tionship learning behaviors, whereas the interaction between cooperation and relationship conflict is detrimental to relationship learning behaviors. This study contributes to the current learning literature by presenting a model from the Co-opetition perspective that predicts effective relationship learning practices in the manufacturer-distributor dyadic relationship, which is an important research gap by previous literature. In general, the extant research on cooperation has neglected the chan- nel conflict, while focusing on channel conflict have overlooked the cooperation. Thus, this study addresses the re- search gap by combining the two literature streams into a coherent proposed model and stresses how different combi- nations between cooperation and two types of channel conflicts （task conflict vs. relationship conflict） affect rela- tionship learning. In addition, the results also extend channel conflict management literature through analyzing the conflict issue in a cross-boundary learning process, which emphasize the difference between task and relationship conflict and their dissimilar roles in influencing the channel behavior and relational performance. The above research conclusions have the strong practical meaning for managers in manufacturing companies in order to promoting relationship learning practices. The coexist of cooperation and conflict, and the diverse interac- tion effects of cooperation and task conflict vs. relationship conflict, demonstrate that manufacturers, as the leader of relationship learning, should actively initiate functional channel co-opetition activities and use the constructive de- bate approach in discussing their different opinions and cultivating productive partnerships with their distributor partners. This study has some limitations such as cross-sectional data and the unique institutional and business cul- ture context of China. These limitations need to be considered when applvin~ the results.