安全監控廠商與其通路商競合關係之探索性研究：察覺－動機－能耐觀點

Abstract

本研究以察覺－動機－能耐觀點探討製造商之組織特徵、競爭動機及競爭能耐對通路商競爭張力的知覺影響，冀望藉此將通路商－製造商對偶關係之探討，瞭解通路商感受到不同程度之競爭張力時所反應之行動積極性，以及後續之通路績效。本研究以安全監控產業中通路商與製造商對偶層級的合作關係作為分析單位，透過問卷蒐集，取得50家分佈於西／南／東歐、亞洲／中東，以及澳／美／非洲共23個國家之通路商作為實證分析之數據。實證結果發現：（1）製造商的競爭動機越強，通路商所感受到的競爭張力越高；（2）製造商展現的競爭能耐越強，通路商感受到的競爭張力越高，以及（3）當通路商感受到的競爭張力越大，則其採取的行動積極性越高。本研究針對上述發現提供相關的管理意涵。

By applying awareness-motivation-capability perspective, this paper examines the impact of the manufacturer's three drivers which include organization features, competitive motivation, and competitive capability on distributor's competitive intension. We try to understand how distributor's action aggressiveness from different competitive tension affects its performance by investigating the relationship of dyad level between manufacturers and distributors. Using the dyadic level of cooperation relationship between distributor and manufacturer as a unit of analysis, this study gathers 50 distributor samples from 23 countries located in the area of West/South/Eastern Europe, Asia/Middle East and Australia/United States/African. The empirical finding shows that: (1) the greater the competitive motivation of a manufacturer pursues, the greater the competitive tension of a distributor perceives; (2) the greater the competitive capability of a manufacturer has, the greater the competitive tension of a distributor perceives; and (3) the greater the competitive tension of a distributor perceives, the greater the action aggressiveness a distributor implements. Based on our empirical results, related managerial implications are provided in this study.