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| An Empirical Research on the Driving Factors for Channel Cooperation of Multichannel Supply Chain |
| ZHANG Xumei1,DING Zijian2,CHEN Wei1,WANG Min1 |
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Abstract Based on the perspective of manufacturer, the driving factors for multichannel cooperation are analyzed from the aspect of external environment, internal organization and characteristics of cooperation. Eight driving factors are summarized, including competitive pressure, consumer demand and so forth. A theoretical model of driving factors for multichannel cooperation is built with cooperation intention and cooperation behavior as dependent variables. Then the structural equation modeling technique is used to evaluate the model with the data collected from 217 manufacturers. The results of the study indicates that competitive pressure, consumer demand, organizational resource, channel complementarity, perceived relative advantage and perceived complexity have direct impact on cooperation intention, and have indirect impact on cooperation behavior through cooperation intention. But top management support and organizational compatibility have no significant impact on cooperation intention.
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Received: 03 June 2013
Published: 15 September 2013
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Corresponding Authors:
ZHANG Xumei
E-mail: zhangxumei@cqu.edu.cn;cquzhangwei@163.com
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2013, Vol. 
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