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不同渠道依赖结构下替代性影响策略的效果

Effects of Alternative Types of Influence Strategies under Different Channel Dependence Structures

Journal of Marketing · 1990
被引 69
人大 AFT50UTD24ABS 4*

中文导读

通过情景实验分析经纪人对委托人的依赖程度如何与委托人使用的影响策略相互作用,从而影响经纪人的行为。结果表明,经纪人响应请求的意愿主要取决于其依赖程度,而态度则受依赖和影响策略的共同影响。

Abstract

Scenarios were used in a factorial design to analyze how a broker's dependence on a principal interacts with the principal's use of influence strategies to affect the broker's behavior. Results indicate that the broker's readiness to respond to the principal's requests was determined primarily by the broker's dependence. The broker's attitudes were affected by dependence and the principal's influence strategies.

渠道管理依赖结构影响策略行为分析