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| The Impact of Retailing Evolution on Retailers' Behavior in a S－R Relationship：A Conceptual Model and Some Propositions |
| TANG Hong |
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Abstract Despite recent progress in research on marketing channel behaviors, one important question remains: the impact of retailing evolution on behaviors of retailers in a S－R relationship. This paper fills the gap and presents a conceptual model about the impact mechanisms. First, channel power and channel trust are mediating variables, and they play a basic roll in the retailer－supplier relationship. Meanwhile, with the evolution of retailing, the power effect declines and trust effect improves. Secondly, the level of conflict between suppliers and retailers are lower, but the coordination, communication, commitment，and satisfaction are enhanced.
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Received: 26 February 2009
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Corresponding Authors:
TANG Hong
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2009, Vol. 1 
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