The Effect of Information Sharing Impacts Distributor’s Channel Power? Mediation of Data-Driven Decision-Making and Moderation of Trust
브랜드 소유업자와 유통업자 간의 정보공유가 유통업자 채널 파워에 미치는 영향에 관한 연구 : 데이터 기반 의사결정의 매개효과와 신뢰의 조절효과를 중심으로
- Resource Type
- Article
Text
- Authors
- Dong Pan; Jinzhe Yan; Yening Zhou; 판둥; 엄금철; 저우예이닝
- Source
- 생산성연구: 국제융합학술지, 12/30/2023, Vol. 37, Issue 6, p. 91-115
- Subject
- 정보공유
채널 파워
데이터 기반 의사결정
신뢰
채널 관리
Information Sharing
Channel Power
Data-Driven Decision Making
Trust
Channel Management
- Language
- 영어(ENG)
- ISSN
- 1225-3553
The rise of digital technology has also made supply chain management more complex, but it also provides more opportunities for information sharing. Information sharing can lead partners in different segments to better understand each other’s needs and capabilities, helping them better cope with market variations and uncertainties This paper investigates the relationship of information sharing between brands and distributors with distributor channel power after a successful brand-driven digitization reform. Furthermore, this study seeks to find out the moderating role of dealers’ data-driven decision-making and trust in the relationship between information sharing and distributors’ channel power. The data sources come from different industries in the Yangtze River Delta and Pearl River Delta regions, which are economically developed in China. The findings indicate that information sharing is positively associated with distributors’ channel power and data-driven decision-making. Trust mediates the impact of data-driven decision-making on channel power. This study provides new insights into how distributors can share information with brands to promote their channel power. It also presents suggestions for distributors on dealing with the relationship between the two during information sharing with brands. Researchers in the field of digital reform have previously overlooked the question of how information sharing enhances distributors’ channel power. This paper contributes to the information sharing and channel management literature by utilizing distributors’ data-driven decision-making and trust as moderation for analysis.