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中文摘要：
研究制造商的控制机制、分销商的态度性承诺与分销商的市场知识转移间的关系，揭示了制造商使用控制机制对分销商市场知识转移产生的直接影响以及通过分销商的态度性承诺产生的间接影响。利用中国家电产业225对制造商与分销商配对样本，采用结构方程模型对假设进行验证。研究结果表明，制造商的契约控制有利于分销商的市场知识转移，而过多使用契约控制则不利于分销商的市场知识转移，制造商的关系规范控制有利于分销商的市场知识转移；制造商通过使用契约控制增加分销商的算计性承诺、减少忠诚性承诺，间接减少分销商的市场知识转移，而通过使用关系规范控制则可以增加分销商的忠诚性承诺，间接促进分销商的市场知识转移。从理论上扩展了控制机制和态度性承诺在渠道关系中的作用，揭示了制造商控制机制对分销商市场知识转移的影响效果和影响路径，为制造商采用恰当的控制机制影响分销商的态度性承诺，以更多地获取分销商的市场知识提供了有益的指导。
英文摘要：
This article investigated relationships among manufacturers control mechanisms, distributor＇s attitudinal commitment and distributor＇s market knowledge transfer. Purpose of this research is to probe the direct effects of control mechanisms on knowledge transfer and the indirect effects of attitudinal commitment. By using 225 matched data of manufacturers and distributors form Chinese home appliance industry, it tested the hypothesis with SEM. Results showed that ①manufacturer＇s contracts control promoted distributor＇s market knowledge transfer, but too much use of contracts control would hinder knowledge transfer; manufacturer＇s relational norms control promoted distributor＇s market knowledge transfer; ②manufacturer＇s contract control indirectly hindered distributor＇s market knowledge transfer as increasing distributor＇s calculative commitment and decreasing loyalty commitment, however, relational norms control indirectly promoted distributor＇s market knowledge transfer as increasing distributor＇s loyalty commitment. The conclusion developed the effects of control mechanisms and attitudinal commitment. In additionally, some useful directions to manufactures and distributors was proposed in this paper.
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