CAJ | 학술논문

渠道权力的使用效果是渠道行为理论的重要研究领域之一,该问题的研究对管理实践活动起到了最直接的指引作用.但是现有的研究仍有多处不足：各文献之间结论冲突大、缺乏对这些使用效果（后置变量）的整合研究、遗漏多种重要影响因素分析,这对渠道行为理论的完善、渠道管理实践的指引都构成极大障碍.本文采用元分析技术,整合了上世纪70年代至今的中英文文献共42篇,对渠道权力使用效果问题的争论进行了澄清,建立了多个效果变量之间的时间维度定量联系,并对文化、行业等多个影响因素进行了比较分析.
거도권력적사용효과시거도행위이론적중요연구영역지일,해문제적연구대관리실천활동기도료최직접적지인작용.단시현유적연구잉유다처불족：각문헌지간결론충돌대、결핍대저사사용효과（후치변량）적정합연구、유루다충중요영향인소분석,저대거도행위이론적완선、거도관리실천적지인도구성겁대장애.본문채용원분석기술,정합료상세기70년대지금적중영문문헌공42편,대거도권력사용효과문제적쟁론진행료징청,건립료다개효과변량지간적시간유도정량련계,병대문화、행업등다개영향인소진행료비교분석.
Channel power is one of the most important concepts in the channel behavior theory, and the outcome of using channel pow- er focus lots of attention. But by now, the researches about channel power have caused many disputes, and there is no research about outcome of using channel power crossing different period. This is a big obstacle to the channel behavior theory. Collecting 42 papers from 1970s, the authors use the meta-analysis to discuss the channel power and the channel behavior theory again. We try to solve the disputes in former research about channel power and build a rela- tionship among the different kinds of outcomes of using channel power in different period（s）. In these articles, to the empirical study about the coercive power, non-coercive power and economic perfor- mance, compliance, conflict, cooperation, satisfaction, trust, com- mitment, the conclusions are encoded and converted to effect value. Through mergering effect value, the author draw conclusions, and analyze multiple influence facts such as culture background, pow- er measuring method etc., we made a failure safety analysis and a bias analysis to the conclusion of the meta-analysis.We obtain some important finding in the conclusions of meta-analysis. For example： channel power has a optimal effect in the medium, followed in the long term, but not good in the short-term; the relationship between non-coercive power and conflict is uncertain, that is different from the scholars＇ general opinion; in all efficacy variables, trust is the most obvious one; culture background, industry, power usage, pow- er measurement methods are influence factors in channel behavior theory; the existing research literature are published in a bias situa- tion. The author think that the new methods have some advantages in doing the research on channel behavior theory, but it also needs the researchers holding an objective and rational attitude. To the channel behavior theory, the paper is doing some guiding role, but it also needs to be further improved.