本文围绕“经销商关系绩效的影响因素和作用机制”这一问题展开.首先通过文献回顾,界定了关系绩效的概念,明确了关系型治理的构成维度,指出了现有研究中存在的问题.其次,以交易成本理论和社会交换理论为基础,构建了“渠道沟通-关系型治理-关系绩效”作用机制概念模型,并提出了各变量之间的假设关系.最后,使用问卷调查所收集到的数据,运用线性回归和结构方程模型对研究假设进行实证检验,并对结果进行了讨论和解释.通过实证检验,本文获得的主要研究结论有:(1)工具性沟通和社会性沟通会显著提高经销商的关系绩效,其中工具性沟通对关系绩效的影响作用要强于社会性沟通;(2)工具性沟通和社会性沟通会显著增加经销商对关系型治理的使用,其中工具性沟通的作用更明显;(3)在关系型治理的使用中,联合解决问题不仅有助于提高经销商的关系绩效,而且在渠道沟通与关系绩效之间起着中介效应,但是联合规划并不会显著提高经销商的关系绩效.%This paper focuses on the influencing factors and mechanism of dealer relationship performance.First of all,through literature review,the concept of contextual performance and the dimensions of relational governance are defined;the existing problems in the research are pointed out.Secondly,based on transaction cost theory and social exchange theory,a conceptual model of "channel communication,relational governance and relational performance" is constructed,and the hypothesis relationship among variables is proposed.Finally,using the data collected from the questionnaire,the linear regression and the structural equation model were used to test the hypotheses,and the results were discussed and explained.Through empirical tests,the main conclusions obtained in this paper are as follows:(1) instrumental communication and social communication can significantly improve the contextual performance of distributors,and instrumental communication has greater influence on contextual performance than social communication;(2) instrumental communication and social communication can significantly increase the use of relational governance by distributors,in which instrumental communication is more effective;(3) in the use of relational governance,the joint solution not only helps to improve the contextual performance of distributors,but also plays a mediating role between channel communication and relationship performance,but joint planning does not significantly improve dealer relationship performance.
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