| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 87 === Intensive competition and domestic maturing markets are creating difficulties for channel partners. The adoption of market-oriented will be a viable strategy to improve channel environmental threats come from the global competition.The market-oriented behaviors have been proved to have positive effects on profitability , employee''s attitudes , and salesperson self-identification. Based on the concept of market-oriented , this research develops empirical approach to evaluate the effects of independent variable-market orientation on dependent variable-compliance of suppliers and distributors along with the intervening variable-distributors'' characteristic. .
We use data collected from distributors of different sections. Regression and Canonical Correlation analysis are used to analyze data. Findings of the research are as follows:
Factors that determine distributor''s market orientation , include market intelligent dissemination , generation, design , and response . Factors that affect distributor''s compliance include channel commitment, channel trust, cooperative norms, and cooperative willingness. The empirical test results suggest that distributor''s market orientation has a direct effect on its trust and perception of cooperative norms and commitment with suppliers.
With the intervening-variable -the distributor''s characteristics, the more difference of industries are the more distributor''s market orientation dissemination and design effect on the perception of cooperative norms and commitment . On the other hand , when the gap of capital is large , distributor''s market intelligence dissemination and design will have a positive effect on its commitment and market intelligence create and then a significant effect response to its trust .By converging members from different industries , market intelligence dissemination will affect cooperative norms with suppliers .
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