CAJ | 학술논문

近年来汽车电商发展迅速备受瞩目，但因其传统的分销商渠道权力关系复杂，制造商推广电商的进程缓慢。通过对158家汽车经销商的调研和实证分析，探讨了经销商对电商所引起的不同类别感知风险对接受意愿的不同影响。研究发现，电商的感知绩效风险对经销商的接受意愿影响不显著。而感知关系风险对经销商的接受意愿具有负向关系，感知风险越高，接受意愿越低。进一步研究发现，在感知绩效风险的情况下，厂商的行使权力（强制性和非强制性）不会影响经销商接受意愿。而在感知关系风险的情况下，厂商的强制性行使权力越高，经销商对电商的接受意愿越高。厂商的非强制性权力对经销商的电商接受意愿影响不显著。厂商的强制性和非强制性行使权力对经销商的感知关系风险和接受意愿的关系有交互作用，可以减缓经销商感知风险对电商接受意愿的影响。根据上述结论，探讨了有实践指导意义的措施。
근년래기차전상발전신속비수촉목，단인기전통적분소상거도권력관계복잡，제조상추엄전상적진정완만。통과대158가기차경소상적조연화실증분석，탐토료경소상대전상소인기적불동유별감지풍험대접수의원적불동영향。연구발현，전상적감지적효풍험대경소상적접수의원영향불현저。이감지관계풍험대경소상적접수의원구유부향관계，감지풍험월고，접수의원월저。진일보연구발현，재감지적효풍험적정황하，엄상적행사권력（강제성화비강제성）불회영향경소상접수의원。이재감지관계풍험적정황하，엄상적강제성행사권력월고，경소상대전상적접수의원월고。엄상적비강제성권력대경소상적전상접수의원영향불현저。엄상적강제성화비강제성행사권력대경소상적감지관계풍험화접수의원적관계유교호작용，가이감완경소상감지풍험대전상접수의원적영향。근거상술결론，탐토료유실천지도의의적조시。
High profile automotive e-commerce has developed rapidly in recent years,but because of the traditional distributor channels of power relationships are complicated, manufacturers’promotion pace has been slow.Based on 158 car dealers’survey and empirical analysis,the impact of perceived risk on the intention of resellers and the moderating role of exercise of power are studied.Studies show that the perceived performance risk’s impact on dealer’s intention is not significant.Perceived relation risk has a negative effect on dealers’ intention.The higher the perceived relation risk is,the intention is weaker.Further investigation revealed that,in the case of perceived performance risk,manufacturer’s exercise of power(coercive power and non-coercive power)will not affect the dealers’intention.In the case of perceived relation risk,the higher manufacturer’s exercise of coercive power is,dealers’intention is higher. Manufactur-ers’exercise of non-coercive powers had no significant effects on the dealer’s intention.Manufacturer’s exercise of coercive power and non-coercive power for dealers have interaction between the perceived relation risk and the accept intention.They can mitigate the effects of perceived relation risk in e-commerce dealers’willingness to accept.