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基于组织间双元式知识共享机制的“Im—Rai”模型,探讨了营销渠道成员间双元式知识共享(探索式知识共享和利用式知识共享)对渠道成员自身绩效(长期竞争优势和近期顾客绩效)的影响过程并进行了实证检验。研究结果表明:双元式知识共享对关系感知(近期关系信任和远期渠道认同)和关系能力(渠道适应性和渠道创造性)有着显著的正向影响;关系能力对关系感知有着显著的正向影响;渠道创造性和近期关系信任对渠道成员自身绩效有着显著的正向影响;渠道适应性只对短期绩效有显著的正向影响,但对长期绩效没有显著的正向影响;远期渠道认同只对远期绩效有显著的正向影响,但对短期绩效没有显著的正向影响。本文的研究结果不仅更加清晰地揭示了渠道成员间双元式知识共享影响渠道绩效的作用过程,而且也促进了对渠道绩效理论和组织间学习理论的认识和理解。
Based on the “Im-Rai ” model of inter-organizational duality knowledge sharing mechanism, this paper discusses the impact of dual-element knowledge sharing (exploratory knowledge sharing and exploitative knowledge sharing) among marketing channel members on channel members’ own performance (long-term competitive advantage And recent customer performance) process and conducted an empirical test. The results show that: dual-element knowledge sharing has a significant positive effect on relationship perception (recent trust in relationships and forward channel identities) and relationship abilities (channel adaptability and channel creativity); relational ability has a significant positive effect on relationship awareness Influence; channel creativity and recent relationship trust have a significant positive impact on channel members’ own performance; channel adaptability has only a significant positive impact on short-term performance but no significant positive effect on long-term performance; long-term channel recognition There was a significant positive impact on long-term performance, but no significant positive impact on short-term performance. The findings of this paper not only more clearly reveal the role of dual-channel knowledge sharing among channel members in influencing channel performance, but also promote the understanding and understanding of channel performance theory and interorganizational learning theory.