The Impact of Dependence Perceptual Difference on Conflict in Marketing Channels
营销渠道中依赖的感知差距对渠道冲突的影响

The purpose of this paper is to examine the differences between marketing channel members' perceptions of mutual dependence, and the impact of the differences on conflict in a channel dyad. We found evidence that there are considerable gaps between members' perceptions of dependence, and that the perceptual difference of dependence is positively associated with channel conflict. Implications of the result are discussed.