資訊科技應用於企業，對提升組織間的合作關係扮演一個重要的角色，企業運用電子化的確改變傳統的交易模式，取而代之的流通業電子化，改善採購流程使資訊快速傳遞，與即時資料分析的效率。加上資訊科技促使企業間跨組織的合作，導致通路結構更加複雜與多元化，也影響通路成員之間的權力關係。因此，供應商應謹慎而適當的運用其權力來源，使買賣雙方創造緊密而長久的合作關係，是企業永續經營的價值體系。基於此，本研究以連鎖零售業者的角度來探討：(1)探討連鎖零售商與供應商之間的電子化整合程度，對於通路權力、通路合作關係及通路績效之影響。(2)探討通路權力對於通路合作關係及通路績效之影響。(3)探討通路合作關係對通路績效之影響。研究方法首先採用個案研究，對研究模式做適當的修正，接著進行第二階段的問卷調查與資料分析，作為模式之確認與驗證。經個案研究發現，電子化應用提高交易雙方資訊分享與溝通的品質，增加彼此信任、依賴及承諾程度，形成更緊密而長久的合作關係，增加營收毛利。問卷調查結果發現：(1)電子化整合對供應商的非強制權與獎賞權有正向影響；而對強制權有負向影響，且當電子化整合度愈高時
，會帶來較佳的通路合作關係與通路績效。(2)在通路權力中，非強制權與獎賞權的運用會獲得較佳的合作關係。強制權對通路績效有負向影響，而獎賞權對通路績效有正向影響。(3)通路合作關係中的信任對通路績效有顯著正向的影響。

　　The IT application in Business plays an important role to enhance the　inter-organization coordination, e-Business indeed changes the conventional business　transactions, and e-Business of distributive-channel industry improves the process of　purchasing, lets information transmit quickly and analyze effectively. Besides, the use of　IT to achieve the inter-organization　coordination changes the channel structure, lets channel become more complex and diversified, and changes the power relationship of　channel members. Thus, suppliers should carefully and appropriately use the power source　to create close and long-term relationship, which is the value system of business
sustainable management. Thus, the study uses the points of view of chain retailers to　discuss:
　(1) The effects of electronic integration on channel power, partnership and channelperformance.
　(2) The effects of channel power on partnership and channel performance.
　(3) The effects of partnership on channel performance.
　　
　　The research model is based on initial case study, following up by analysis of interview of questionnaire survey data. According to the case study, we find that: e-Business　enhances the information sharing and the quality of communication;increases the extent of　trust,independent, and commitment; forms the long-term relationship, and increases the　profits.
　　
The results of analysis of survey data are:
(1) Electronic integration has positive significant effects on non-coercive and reward　power, and negative significant effects on coercive power. Besides, the level of　electronic integration has positive relationship among partnership and channel performance.
　(2) In the channel power, non-coercive and reward power have the significant effects on partnership. Coercive power has negative　significant effects on channel performance,　and reward power has positive significant effects on channel performance.
　(3) Trust has positive　significant effects on channel performance.

一、中文文獻

1.丁惠民(2003)，「活在被連鎖通路包圍的城市裡」、「供應鏈管理的大未來」，子化
企業經理人報告，No.49，21-29

2.林義堡(1999)，「運用資訊科技推動顧客關係管理」，電子化企業經理人報告，No.3，35-46

3.李昌雄(1998)，商業自動化與電子商務，智勝

4.吳明隆(2000)，SPSS 統計應用實務，松崗

5.吳萬益，林清河(2000)，企業研究方法，華泰

6.呂長民(2001)，行銷研究：研究方法與實例應用

7.洪吉鎮(2004)，「物流管理之無線身份證：RFID」，資訊與電腦，第285 期

8.黃貝玲(2000)，「從顧客關係管理到夥伴關係管理」，電子化企業經理人報告，No.15，13-18

9.陳順宇(2000)，多變量分析，華泰

10.賴香菊、楊鎮遠(2004)，「商業自動化與電子化的成果與展望－專訪經濟部商業司劉坤堂司長」，經濟部商業現代化第六十二期

11.魏志強(2001)，電子商務導航，第三卷第十一期

二、英文文獻

1. Andaleeb, Syed Saad (1996), “An Experimental Investigation of Satisfaction and Commitment in Marketing Channels: The Role of Trust and Dependence”,Journal of Retailing, 72(1): 77-93

2. Anderson, J. and Narus, J. (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnership”, Journal of Marketing, 54(1): 42-58

3. Anderson, Erin and Weitz, Barton (1992), “The Use of Pledge to Build and Sustain Commitment in Distribution Channels”, Journal of Marketing Research,29(1):18-34

4. Biong, Harald (1993), “Satisfication and Loyalty to Suppliers within the Grocery Trade”, European Journal of Marketing, 27(7): 21-38

5. Brown, James R., Johnson, Jean L. and Koenig Harold F.(1995), “Measuring the Sources of Marketing Channel Power: A Comparison of Alternative Approach”,International Journal of Research in Marketing, 12(4): 333-354

6. Brown, James R., Lusch, Robert E. and Nicholson, Carolyn Y. (1995), “Power and Relationship Commitment: Their Impact on Marketing Channel Member Performance” Journal of Retailing, 71(4), 363-392

7. Bucklin, Louis P and Sengupta, Sanjit (1993), “Organizing successful co-marketing alliances”, Journal of Marketing; 57 (2): 32-46

8. Buzzell, Robert D. and Ortmeyer, Gwen (1995), “Channel Partnerships Streamline Distribution”, MIT Sloan Management Review, 36(3):85-96

9. Clark, Theodore H. and Lee, Ho Guen (2000),“Performance, interdependence and coordination in business-to-business electronic commerce and supply chain management”, Information Technology and Management, 1(1-2), 85-105

10. Clark, T.H., Croson, D.C. and Schiano, W. T. (2001), “ A hierarchical model of supply-chain integration: Information sharing and operational interdependence in the US grocery channel”, Information Technology and Management, 2(3):261-288

11. Eisenhardt, Kathleen M. (1989), “Building Theories from Case Study Research”, The Academy of Management Review, 14(4): 532-550

12. El-Ansary, Adel I. and Stern, Louis W. (1972), “Power measurement in the distribution channel”, Journal of Marketing Research, 9(1): 47-52

13. Ellram, Lisa M and Hendrick, Thomas E. (1995), “Partnering Characteristics: A Dyadic Perspective”, Journal of Business Logistics, 16(1): 41-64

14. Emmelhainz, Margaret A. (1987), “Electronic Data Interchange: Does It Change the Purchasing”, Journal of Purchasing and Materials Management, 23(4): 2-8

15. Etgar, Michael (1978), “Selection of an Effective Channel Control Mix”,Journal of Marketing, 42(July): 53-57

16. Forster, P.W. and Regan, A.C. (2001), “Electronic Integration in the Air Cargo Industry: An Information Processing Model of On-Time Performance”,Transportation Journal, 40(4):46-61

17. French, John R. P. and Raven, Bertram (1959), “The Bases of Social Power”,In Studies in Social Power, Ed. Darwin Cartwright, Ann Arbor, Michigan: University Michigan Free Press.

18. Ganesan, Shankar (1994), “Determinants of long-term orientation in buyer-seller relationships”, Journal of Marketing, 58 (2):1-19

19. Gaski, John F. (1984), “The Theory of Power and Conflict in Channels of Distribution”, Journal of Marketing, 48: 9-29

20. Gaski, John F. and Nevin, John R. (1985), “The differential effects of xercised and unexercised power sources in a marketing channel”, Journal of Marketing Research, 22(2):130-142

21. Geyskens, Inge, Steenlamp, Jan-Benedict E. M., Scheer, Lisa K. and Kumer,Nirmalya(1996), “The effects of trust and interdependence on relationship commitment: A trans-Atlantic study”, International Journal of Research in Marketing, 13: 303-317。

22. Goodman, Lester E. and Dion, Paul A. (2001), “ The Determinants of
Commitment in the Distributor-Manufacturer Relationship”, Industrial
Marketing Management,30: 287-300

23. Greenstein, Marilyn and Vasarhelyi, Micklos A.(2002), Electronic Commerce:
Security, Risk Management, and Control, McGraw-Hill

24. Gundlach, Gregory T., Achrol, Ravi S. and Mentzer, John T.(1995), “The
Structure of Commitment in Exchange”, Journal of Marketing, 59(1): 78-92

25. Hammond, J. H.(1993), “Quick Response in Retail/ Manufacturing Channels”,
Harvard Business School Press

26. Harvey, Michael G. and Griffith, David A. (2002), “Developing Effective
Intercultural Relationships: The Importance of Communication Strategies”,
Thunderbird International Business Review, 44(4): 455-476

27. Hunt, Shelby D. and Nevin, John R. (1974), “Power in a Channel of
Distribution: Sources and Consequences”, Journal of Marketing Research,
11:186-193

28. Kalakota, R. and Robinson, M. (1997), E-business Roadmap for Success,
Addison-Wesley

29. Kalakota, R. and Robinson, M. (2001), E-business 2.0: Roadmap for Success,
Addison-Wesley

30. Keith, J. E., Jackson, D. W. and Crosby, L. A. (1990), “Effects of
Alternative Types of Influence Strategies Under Different Channel Dependence
Structures”, Journal of Marketing, 54(3): 30-41

31. Kim, Keysuk and Frazier, Gary L. (1997), “Measurement of Distribution
Commitment in Industrial Channels of Distribution”, Journal of Business
Research, 40(2):139-154

32. Kumar (1996), “The Effect of Trust and Interdependence on Relationship
Commitment: A Trans- Atlantic Study,” International ournal. of Research in
Marketing, 13(4): 303- 317

33. Kumar, Nirmalya, Scheer,Lisa K. and Steenkamp, Jan-Benedict,E.M. (1995),
“The effect of perceived interdependence on dealer attitudes”, Journal of
Marketing Research, 32(3) : 348-356

34. Lusch, Robert F. (1976), “Sources of power: Their impact on intrachannel
conflict”, Journal of Marketing Research, 13(4): 382-390

35. Lusch, Robert F. and Brown, James (1982), “A Modeified Model of Power in the
Marketing Channel”, Journal of Marketing Research, 19:312-323

36. Maloni, Michael and Benton, W.C. (2000), “Power influences in the supply
chain”, Journal of Business Logistics, 21(1):49-73

37. Mayo, Donna T.; Richardson, Lynne D.; Simpson, James T. (1998), “The
differential effects of the uses of power sources and influence strategies on
channel satisfaction”, Journal of Marketing Theory and Practice, 6(2):16-25

38. Mohr, Jakki and Nevin, John R. (1990), “Communication Strategies in
Marketing Channels: A Theoretical Perspective”, Journal of
Marketing,54(4):36-51

39. Mohr, Jakki and Spekman, Robert (1994), “Characteristics of partnership
success: Partnership attributes, communication behavior, and conflict
resolution technique”, Journal of Strategic Management, 15(2): 135-152

40. Mohr, Jakki J. and Sohi, Ravipreet S. (1995), “Communication Flows in
Distribution Channel: Impact on Assessments of Communication Quality and
Satisfaction”, Journal of Retailing, 71(4): 393-416

41. Moore (1998), “Trust and Relationship Commitment in Logistics Alliances: A
Buyer Perspective”, International Journal of Purchasing and Materials
Management, 34(1): 24-37

42. Moorman, C., Deshpande, R. and Zaltman, G. (1993), “Factors Affecting Trust
in Market Research Relationship”, Journal of Marketing, 57(1): 81-101

43. Morgan, Robert M and Hunt, Shelby D (1994), “The commitment-trust theory of
relationship marketing”, Journal of Marketing, 58(3): 20-38

44. Mukhipadhyay, Tridas and Kekre, Sunder (2002), “Strategic and Operational
Benefits of Electronic Integration in B2B Procurement Process”, Management
Science,48(10): 1301-1313

45. Naman, J. L. and Slevin, D.P. (1993), “Entrepreneurship and the Concept of
Fit: AModel and Empirical Tests”, Strategic Management Journal, 14: 137-153

46. Raven, Bertram H. and Kruglanski, Arie W. (1970), “Conflict and Power”, The
Structure of Conflict, Paul Swingle ed., New York: Academic Press,69-109

47. Ross, Anthony (2002), “A multi-dimensional empirical exploration of
technology Investment, coordination and firm performance”, International
Journal of Physical Distribution & Logistics Management, 32 (7): 591-609

48. Scheer, Lisa K. and Stern, Louis W. (1992). “The Effect of Influence Type
and Performance Outcomes on Attitude Toward the Influencer”, Journal of
Marketing Research, 29(1): 128-142

49. Shaw, Michael J.(2000), “Building an E-business from Enterprise Systems”,
Information Systems Frontiers, 2(1): 7-17

50. Siguaw, Judy A., Simpson, Penny M; Baker, Thomas L.(1998), “Effects of
Supplier Market Orientation on Distributor Market Orientation and the Channel
Relationship: The Distributor Perspective”, Journal of Marketing, 62(3):
99-111

51. Taylor, John C. and Jackson, George C. (2000), “Conflict, Power, and
Evolution in the Intermodal Transportation Industry’s Channel of
Distribution”, Transportation Journal, 39(3): 5-17

52. Vijayasarathy, Leo R. and Robey, Daniel (1997), “The effect of EDI on market
channel relationships in retailing”, Information & Management, 33: 73-86

53. Yin, Robert K. (1994),Case Study Research: Design and Methods, Beverly Hills,
Sage Publications

54. Zaheer, Akbar and Venkatraman N. (1994), “Determinants of Electronic
Integration in the Insurance Industry: An Empirical Test”, Management
Science, 40(5):549-566