코스메틱 산업에서의 유통경로상 거래관계가 갈등과 관계만족에 미치는 영향

• 영문명: The Effect of Business Relationships on Conflict and Satisfaction in the Cosmetics Industry’s Distribution Channel
• 발행기관: 한국유통과학회
• 저자명: Soo-Hong Park(박수홍) Hoe-Chang Yang(양회창) Il-Suck Sun(선일석)
• 간행물 정보: 『유통과학연구(JDS)』제13권 제6호, 79~86쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.06.30

영문 초록

Purpose – The cosmetics industry is a traditional high value-added industry in terms of the domestic demand, small batch production systems, exclusive competition, and raw materials highly dependent on overseas countries as well as an oligopolistic market structure. However, new foreign brands and growing consumer awareness of inexpensive products, has triggered a shift. In line with changing lifestyles and the polarization of consumption, the industry faces a new market structure. Among its key characteristics is the cosmetics industry’s numerous distribution channels (i.e., department stores, door-to-door sales, online shopping malls, brand shops, and discount stores). Therefore, the study of its distribution channels is essential. Research design, data, and methodology – The study analyzed channel distribution power divided into coercive and non-coercive power. The factors of coercive power included: unilateral request of an increase in commissions, interference in sales by taking advantage of a superior status, unilateral buck-passing at the time of a problem, unilateral request to stop sales activities, and a unilateral business contract; the factors of non-coercive power included favorable payment conditions, offers of various kinds of information, policy on commission reduction, pride in market entrance, and promotion support. In addition, the mediating variable “interdependence” was applied to the execution of department store (or mart) power and their shop conflicts and satisfaction to examine direct and indirect influential power. The methodology was a survey of managers of cosmetics shops in department stores (or marts). The questionnaire, based on a five-point Likert scale, included questions about basic personal information, execution of power, interdependence, conflict, and satisfaction. The study distributed 198 questionnaires and collected 131. Ten questionnaires with missing or hard to analyze data were excluded. Thus, 121 copies

목차

1. 서론

2. 이론적 배경

3. 가설설정과 연구모형

4. 실증분석 및 가설설정

5. 결론

References

키워드

Cosmetics Industry Distribution Channel Coercive power Conflict Satisfaction