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Indexed by:会议论文

Date of Publication:2014-01-01

Included Journals:CPCI-SSH

Volume:52

Page Number:105-109

Key Words:Marketing Channel; Knowledge Sharing; Member Relationship

Abstract:Based on the thorough literature review in this field, a model of building up channel relationship through knowledge sharing is put forward. The paper specifies four knowledge sharing dimensions: supplier's donating knowledge, distributor's donating knowledge, supplier's learning knowledge and distributor's learning knowledge, and defines the member relationship in marketing channel containing three concepts: satisfaction, trust and commitment under the communication industry context. The results indicate that satisfaction and trust influence commitment directly, while satisfaction influences commitment indirectly via trust. The four dimensions of knowledge sharing influence commitment via satisfaction and trust. The conclusions can help enterprises to establish and maintain member relationship in marketing channel.