Vertical and horizontal governance in multiple-channel systems
Vertical and horizontal governance in multiple-channel systems
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多渠道系统的纵向治理和横向治理
DOI：
10.1016/j.jbusres.2022.113529
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发表时间：
2023-02
影响因子：
11.3
通讯作者：
Yoritoshi Hara;Yong-hoon Choi
中科院分区：
文献类型：
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作者：
Yoritoshi Hara;Yong-hoon Choi
多通道系统有几个特征维度，因为它们包含多通道和双通道的概念。然而，两者都没有得到明确的区分。为了阐明这种差异，本研究将多渠道系统维度分为两类：渠道多样性和二元性。我们使用工业制造商的调查数据，考察了这两个维度如何影响多渠道系统中的纵向和横向关系治理。研究结果表明，纵向治理和横向治理对渠道绩效均有正向影响，渠道多样性对纵向治理的绩效效应具有调节作用，而渠道二元性则强化了这一作用。因此，研究结果表明，渠道类型的多样化使制造商的渠道管理变得困难，因为这一战略具有负面的调节作用。同时，对渠道二元性的正向调节作用的分析结果表明，整合和独立渠道的并行部署有助于制造商和中间商之间的垂直治理。
Multiple-channel systems have several characterizing dimensions, as they encompass the concepts of multiple and dual channels. However, neither has been unambiguously distinguished. To clarify this difference, this study separates multichannel system dimensions into two categories: channel variety and duality. We examine how these two dimensions influence vertical and horizontal relationship governance in multichannel systems using survey data from industrial manufacturers. The results of our study show that vertical and horizontal governance positively affect channel performance, and that channel variety has a moderating role in weakening the performance effect of vertical governance, while channel duality strengthens this effect. Thus, the findings imply that diversifying channel types makes channel management difficult for manufacturers because of the negative moderating effect of this strategy. Meanwhile, the analytical results on the positive moderating effect of channel duality imply that the concurrent deployment of integrated and independent channels assists in vertical governance between manufacturers and intermediaries.