企業經常投資大把鈔票在廣告媒體，試圖去影響消費者購買行為，然而消費者真正花錢消費的地方就在通路，企業若能夠有效掌握行銷通路的銷售佔比，誰就能掌握實質業績，換句話說「誰掌握了通路，誰就是市場競爭的贏家」。因此企業如何與通路成員保持良好合作互動關係，同時對通路成員，有透徹的了解與認識，進而發揮行銷通路為企業本身所帶來的實質利益。
本研究將透過計畫行為理論(TPB)為基礎，並結合夥伴關係、PZB服務品質理論之觀點，來探討通路商對於供應商品牌商品之行銷意圖與行為進行探索性研究。從品牌利益、市場規範、行銷策略支援、夥伴關係以及認知服務品質五個構面，研究通路商對於企業品牌商品行銷行為與意圖的關係。本研究採量化研究設計，透過問卷調查法，研究選定的通路族群主要設定為台灣南部地區零售通路業者主管，採親自拜訪零售通路主管，共回收92份有效問卷，問卷回收率為82.14%。
研究結果亦證實「折扣與銷售獎勵」、「貢獻」、「流行趨勢」、「消費需求」是影響通路商行銷商品行為與意圖的驅動因素，主要驅動因素為「折扣與銷售獎勵」與夥伴關係中供應商對通路商互動中的「貢獻」，本研究結果顯示企業若想透過通路成為市場的贏家，除了必須以顧客為導向外，同時若供應商能為零售商等交易夥伴創造價值因素，提升彼此經營獲利能力，對雙方關係的建立與發展上，扮演非常重要的角色。
對於TPB計畫行為理論，本研究結果證實重要關係人夥伴關係對於行為意圖，將受到外部壓力與內部互動行為所影響。TPB若用在預測組織行為上，必須同時考量內部及外部重要關係人對組織行為意圖的影響。本研究最後提出實務建議、研究限制及未來研究建議供後續研究者參考。

Through this research is the theory of planned behavior (TPB) foundation, combined with partnerships, ideas PZB service quality theory to explore distributors for marketing and behavioral intentions branded goods suppliers exploratory research. Benefits from the brand, market discipline, marketing strategy support, partnerships, and five dimensions of perceived service quality, research product distributor for the corporate brand marketing behavior and intentions relationship.
The study confirmed that "discounts and sales incentives", "contribution", "trend", "consumer demand" is the driving factor of marketing merchandise distributor influence behavior and intentions, the main driving factor for the "discounts and sales incentives" and Partnership the supplier distributor of interactive "contribution," the results of this study shows that companies wishing to become a winner in the market through channels, in addition to be customer-oriented, but at the same time if the supplier can create value factor for retailers and other trading partners, operate with each other to enhance the profitability of the establishment and development of bilateral relations, plays a very important role.
For TPB theory of planned behavior, the results of this study confirm the important relationship between man Partnership for behavioral intentions will be affected by external pressures and internal interactions. TPB if used in the prediction of organizational behavior, we must also consider the impact of internal and external key stakeholders on organizational behavior intentions. The study concludes with practical recommendations, limitations, and future research recommendations for future researchers

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