渠道成员间的相互依赖性具有不同的性质,表现为相互依赖性总额和非对称性。它们分别作用于渠道成员间关系行为,产生不同的结果,但环境不确定性(即环境多样性和环境动态性)对上述关系具有调节作用。实证结果表明,相互依赖性总额与关系绩效具有正向的关系,即冲突减少而满意度增加;相互依赖性的非对称性对关系绩效具有负向的影响,即冲突增加而满意度减少。但在环境不确定性条件下,相互依赖性总额和非对称性对关系绩效的影响发生了改变。
There are different characters in interdependence between members in marketing channel, which express total interdependence and asymmetry independence. They respectively act on relational behavior between members in marketing channel, and create different outcomes. But environment uncertainty, which in- cluded environment diversity and environment dynamics, moderates above relationships. The empirical results show that total interdependence has a positive effect on relationship performance, meaning conflict decrease and satisfactions increase, and that asymmetry independence has a reverse effect. But under environment uncertainty instance, the effects of total interdependence and asymmetry independence on relationship performance make changes.