論文提要

本研究目的在分析行銷通路中的行為變數--通路權力、通路衝突及通路成員滿意水準等受那些變數的影響？影響的方向及大小？並進而驗証通路滿意水準的整體性因果模式，以期此模式可以解釋各種通路行為。

資料來源是以民生百貨批發公司的五百四十二家客戶為母體，用完全隨機抽取一百個樣本，並由筆者親自進行人員訪問。

研究技術方面，先求得各量表的信度及建構效度，以確定衡量的有效性，再求各量表得分分佈，以了解通路變數的情況。用皮爾森相關及簡單迴歸驗証九個假設是否成立。用逐步迴歸來分析依變項受那些變數影響及影響的先後次序，並用因徑分析來檢驗因果模式的正確性。

研究結果發現，各量表有很高的信度及效度，假設的驗証中，除了第二個假設被拒絕外，其餘八個假設皆沒有被拒絕。逐步迴歸發現影響通路權力的因素，最重要的為非強制權力來源，其次為強制權力來源，影響通路衝突的因素依次為非強制性權力來源、強制權力來源及權力，影響通路滿意的因素依次為非強制性權力來源、權力、強制權力來源及衝突。最後通路滿意因果模式的檢驗也得到很好的結果，其解釋能力共達72.1%。

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